The Apple TV + offensive to be an indispensable platform

A decision was surprising in November 2019 when Apple announced its own content platform: in the Apple TV + catalog they would only have their own fictions, unlike the rest of the competitors who do buy the rights of third parties to complete the offer. This led the service to an unusual situation: users registered on November 1 and could only access four titles aimed at adult audiences (See, The morning show, For all mankind Y Dickinson) and two more designed for children or families (Ghostwriter Y Snoopy in space).

The broadcast method also tried to squeeze the maximum out of each title. Three introductory episodes were made available to users and the remainder of the season was broadcast at the rate of one episode per week. This allowed them a slower release rate than, for example, Netflix, and one of the main complaints was the low volume of hours of entertainment compared to other platforms such as Amazon Prime Video, HBO or even Disney +, which did not land with a lot of novelty but it did have a good catalog as a starting point.

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The mentality of the platform, for the record, has not changed in this time that it has been operational but a clear offensive can be detected. Starting this June, Apple TV + wants to become a reference service for lovers of quality fiction with a combination of eye-catching premieres, established names in the industry, a higher production volume and the possibility that Ted Lasso, which opens its second season in July, could be crowned in September at the Emmy Awards as the best comedy on television.

The month of June, a party for seriéfilos

The series features Craig Gillespie, the director of ‘Yo, Tonya’.

Apple TV+

If the usual thing on Apple TV + was to be broadcasting episodes of one or two series each week, this month is marked by the largest gale of premieres since the arrival of the service. On June 4 they started with Lisey’s Story, a terrifying drama written by Stephen King with Julianne Moore and Clive Owen in the lead roles. It is the story of the widow of a genre literature writer who begins to wonder if the disturbing universe her husband wrote about could be a reality.

On Friday the 11th it was the turn of the second season of Home before dark, a series that reconciles mystery and criminal cases with the desire to get closer to the family audience (Hilde, the curious detective, was only nine years old in the first season). And on the 18th a main course: the dramatic comedy Physical about the world of aerobics in the United States of the 80s. The presence of Rose Byrne as protagonist and executive producer leads to look closely.

The last June premiere will be the animated musical comedy Central Park by Loren Bouchard, Josh Gad and Nora Smith, returning for a second season. As if this voracious volume of premieres wasn’t enough, at the beginning of the month The Mosquito Coast ended with Justin Theroux and Mythic Quest, one of the most critically revered comedies, still airs new episodes every Friday.

More flashy premieres

Furthermore, June does not seem to be an exception. The Silicon Valley company is stopping treating Apple TV + as a simple add-on that they promote during the purchase of Apple devices and, after the delays caused by Covid-19, it has more flashy projects, in addition to the return of already veteran dramas and comedies. . One of the most striking? Foundation, the expensive adaptation of Isaac Asimov’s work by David S. Goyer (Batman Begins) y Josh Friedman (Avatar 2), which is expected by the end of 2021.

Before we will have Schmigadoon! (July 16) in which Cinco Paul and Ken Daurio, responsible for the universe of Gru, my favorite villain, will put Keegan-Michael Key and Cecily Strong in a magical and musical world from which they cannot escape until they find true love. And Joseph Gordon-Levitt will premiere Mr Corman (August 6) as creator, director, producer and actor, stepping into the shoes of an American public school teacher.

This week, in addition, the trailer of Invasion (October 22) by Jakob Verbruggen with (The alienist) with Sam Neill (Jurassic Park) about an alien invasion.

The veterans who have to return

This image released by Apple TV Plus shows Jennifer Aniston in a scene from

Jennifer Aniston on ‘The Morning Show,’ which she stars in and produces alongside Reese Witherspoon.

AP

And, as happened in other platforms in the beginning, Apple TV + is clear that the commitment and loyalty of the viewer depends on the treatment their series receive. For the moment, cancellation is not in his vocabulary. Critically acclaimed series such as The morning show de Jennifer Aniston y Reese Witherspoon, For all mankind by Ronald D. Moore, Servant de M. Night Shyamalan o Dickinson with Hailee Steinfeld have been renewed and have new seasons underway.

In fact, even less applauded series have new chapters on the way: Truth be told With Octavia Spencer, a second season is pending, just as The Mosquito Coast will have a second season and See has been renewed for a third even before the second is released. Here the trailer of the new of See claiming the incorporation of Dave Bautista to fight Jason Momoa.

Ted Lasso, The Coronation Series

Ted Lasso

Ted Lasso

APPLE TV+

In the middle of this offensive, there is another key piece in the strategy of Apple TV +: the conviction that Ted Lasso it could take the Emmy for best comedy. The nominations have not even been announced but part as a favorite according to the specialists. The Screenwriters Guild Awards for Comedy Comedy and Best New Series or the Screenwriters Guild Award for Jason Sudeikis. It would be a good blow on the table: Netflix has not yet won the Emmy for best drama or best comedy, although it is true that everything indicates that it will solve this pending account with The Crown in September.

And, just in case, a personal list of the essential series that have been released at the moment on Apple TV +

The jewels of Apple TV +

1

Losing Alice

2

For all mankind

3

Ted Lasso

4

Mythic Quest

5

Calls

6

The Morning Show