Apple Streaming, Movies To Launch This March, 'Intrusive' Tim Cook Upsets Hollywood

Apple's set to reveal its streaming service on March 25 and we're now hearing from the folks producing the shows and content that working with the tech giant hasn't exactly been a joy. In fact, it's been a giant pain in the a--.

In June 2017, Apple revealed its plan to build its own version of Netflix. It hired Sony heads Jamie Erlicht and Zack Van Amburg to launch the new streaming service. The service will air its first shows in April or May.

A year-and-a-half later and Hollywood insiders are revealing loud complaints about meddling and nitpicking content from Apple’s “intrusive” execs, including CEO Tim Cook. Months spent on producing Apple’s bevy of streaming shows has also led to a bevy of complaints about the attitude of Apple’s people, who are all newbies to the Hollywood trade.

Apple’s bosses have been a fixture at the shows being produced for Apple’s streaming service. These shows include “See,” a futuristic drama about a sightless human race shot in Vancouver, Canada. Then, there’s a drama starring Reese Witherspoon and Jennifer Aniston being shot in LA.

Apple executives in general have been “very involved” in these films, according to an insider. This person also noted that writers and directors prefer to work without interference from Apple’s people on the ground. The problem with intrusive Apple execs extends all the way up to Cook, who “loves giving feedback,” said another source.

“Tim Cook is giving notes and getting involved,” said a producer who worked with Apple. One of the Cook’s oft repeated missives to producers is “Don’t be so mean!”

Apple execs are also raising tempers by requiring producers and film managers to make frequent trips to the HQ at Cupertino, California to approve tech changes, thus forcing them to leave their location shoots.

Producers, film crews and agents are one in bemoaning the Apple execs’ “lack of transparency,” and “lack of clarity.” They also gripe about the flood of “notes” from Apple bosses that want family-friendly shows.

Another source of frustration is that Apple also keeps changing its mind on what it wants.

“They are making big changes, firing and hiring new writers,” said a producer. “There’s a lack of clarity on what they want. A lot of the product is not as good as they hoped it to be.”

This same producer said Apple wants people to come away with a “positive view of technology” from viewing the company’s streaming shows.

Apple’s new video streaming service will combine free original content with subscription video services. Its partners will include companies such as Starz and Showtime, which will debut in April or May. Negotiations with HBO are still underway. That streaming service will be integrated into Apple’s TV app.

Apple will use the launch event to introduce a bundled news product combining subscription offerings from multiple publishers.