Apple takes creative risks and receives Emmy recognition

Hollywood talent talks about fresh experience of working with streaming service

Nearly six years after technology giant Apple AAPL.O made its Hollywood debut with the launch of Apple TV+, the iPhone maker is positioned for primetime glory at Sunday’s Emmy Awards.

Apple’s streaming service earned 81 Emmy nominations for 14 titles this year, the company’s strongest showing to date at the annual celebration of television excellence. Its science-fiction series Severance and Hollywood satire The Studio are frontrunners for best drama and best comedy, awards experts say.

The company known for its carefully cultivated image has taken chances on unconventional stories, trusted script writers and provided creative freedom, according to producers, writers and actors who have worked with Apple TV+.

Its approach has helped Apple attract A-list talent and elevated its reputation in Hollywood.

How Apple TV+ lures top talent 

Actor Seth Rogen said one reason he brought The Studio to Apple TV+ was because of the latitude provided on another comedy of his, Platonic.

“I was really worried that maybe they’d be restrictive,” Rogen said. “And then there’s a scene in Platonic where we snort cocaine and ketamine off of an iPhone.”

“We were allowed to do this!” Rogen said. “They were not as corporate overlord-y as maybe I was worried they were going to be.”

Apple TV+ launched in 2019 with a handful of original series including The Morning Show, Jennifer Aniston’s first TV foray since Friends. At the time, industry insiders criticized the company’s strategy of providing limited offerings without a collection of previously released shows.

Studio executives Jamie Erlicht and Zack Van Amburg stayed the course, building Apple TV+’s library of programming, one bespoke series at a time. The company acheived a milestone in 2021, when Ted Lasso became the first streaming series to win the best comedy Emmy.

Apple has increased spending on original programming to $4.9 billion this year, from $660 million in 2019, according to Ampere Analysis. That investment has helped Apple TV+ reach about 60 million subscribers, according to Gene Munster, managing partner at Deepwater Asset Management, who believes the service is likely breaking even. Apple TV+ does not disclose subscriber numbers or financial details.

Netflix NFLX.O, by contrast, spends roughly $17 billion and has more than 300 million subscribers.

Investing in award-winning content 

Now, Apple TV+ is considered a top Hollywood destination, said Endeavor talent agency co-founder Rick Rosen.

“They’ve shown a lot of patience, and they’ve really built a very high-quality slate that’s gotten people’s attention,” Rosen said.