{"id":18916,"date":"2025-09-12T09:04:27","date_gmt":"2025-09-12T09:04:27","guid":{"rendered":"https:\/\/ipp-news.com\/?p=18916"},"modified":"2025-09-12T09:04:27","modified_gmt":"2025-09-12T09:04:27","slug":"apple-takes-creative-risks-and-receives-emmy-recognition","status":"publish","type":"post","link":"https:\/\/ipp-news.com\/?p=18916","title":{"rendered":"Apple takes creative risks and receives Emmy recognition"},"content":{"rendered":"
Nearly six years after technology giant\u00a0Apple\u00a0AAPL.O\u00a0made its\u00a0Hollywood\u00a0debut with the launch of\u00a0Apple\u00a0TV+, the iPhone maker\u00a0is positioned for primetime glory at Sunday’s\u00a0Emmy\u00a0Awards.<\/p>\n

Apple’s streaming service earned 81\u00a0Emmy\u00a0nominations for 14 titles this year, the company’s strongest showing to date at the annual celebration of television excellence. Its science-fiction series Severance\u00a0and\u00a0Hollywood\u00a0satire The Studio\u00a0are frontrunners for best drama and best comedy, awards experts say.<\/p>\n

The company known for its carefully cultivated image has taken chances on unconventional stories, trusted script writers and provided\u00a0creative\u00a0freedom, according to producers, writers and actors who have worked with\u00a0Apple\u00a0TV+.<\/p>\n

Its approach has helped\u00a0Apple\u00a0attract A-list\u00a0talent\u00a0and elevated its reputation in\u00a0Hollywood.<\/p>\n

How Apple TV+ lures top talent\u00a0<\/p>\n

Actor Seth Rogen said one reason he brought The Studio\u00a0to\u00a0Apple\u00a0TV+ was because of the latitude provided on another comedy of his, Platonic.<\/p>\n

“I was really worried that maybe they’d be restrictive,” Rogen said. “And then there’s a scene in Platonic\u00a0where we snort cocaine and ketamine off of an iPhone.”<\/p>\n

“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.”<\/p>\n

Apple\u00a0TV+ launched in 2019 with a handful of original series including The Morning Show,\u00a0Jennifer Aniston’s first TV foray since Friends.\u00a0At the time, industry insiders criticized the company’s strategy of providing limited offerings without a collection of previously released shows.<\/p>\n

Studio executives Jamie Erlicht and Zack Van Amburg stayed the course, building\u00a0Apple\u00a0TV+’s library of programming, one bespoke series at a time. The company acheived a milestone in 2021, when Ted Lasso\u00a0became the first streaming series to win the best comedy\u00a0Emmy.<\/p>\n

Apple\u00a0has 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.\u00a0Apple\u00a0TV+ does not disclose subscriber numbers or financial details.<\/p>\n

Netflix\u00a0NFLX.O, by contrast, spends roughly $17 billion and has more than 300 million subscribers.<\/p>\n

Investing in award-winning content\u00a0<\/p>\n

Now,\u00a0Apple\u00a0TV+ is considered a top\u00a0Hollywood\u00a0destination, said Endeavor\u00a0talent\u00a0agency co-founder Rick Rosen.<\/p>\n

“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.<\/p>\n

Ben Stiller, an executive producer and director of Severance, said no other studio wanted to make the mind-bending show about characters who undergo surgery to separate their work and personal memories. Erlicht and Van Amburg, and programming head Matt Cherniss, “got the concept completely,” Stiller said.<\/p>\n

Severance\u00a0leads all series with 27\u00a0Emmy\u00a0nominations. “As a startup, they had a lot on the line,” Stiller said. “I found them to be very deferential to\u00a0creatives, but also with smart thoughts.”<\/p>\n

Jason Segel, star of best comedy nominee Shrinking,\u00a0credited\u00a0Apple\u00a0executives with seeing the promise in a story about a therapist who tries to help others while often making bad choices for himself, such as taking drugs and entertaining sex workers while his daughter is upstairs.<\/p>\n

“This is pretty dangerous territory for a feel-good comedy,” Segel said. “But right from the beginning there was trust, like these guys can pull this off.”<\/p>\n

Oscar-winner Jessica Chastain said\u00a0Apple\u00a0TV+’s domestic programming director, Michelle Lee, reached out as the actress and her producing partner were pitching the upcoming thriller The Savant,\u00a0about an undercover investigator who infiltrates online hate groups. Working with\u00a0Apple\u00a0was so positive, Chastain said, that she has two more projects with the streamer.<\/p>\n

“All of the notes that were coming our way were really specific and moved the story forward,” she said.<\/p>\n

TV Achievements follow movie success<\/p>\n

Breaking Bad\u00a0creator Vince Gilligan said he took his coming sci-fi series, Pluribus,\u00a0to\u00a0Apple\u00a0TV+ in part because they made “a very generous offer” among multiple bidders.<\/p>\n

Gilligan said other factors counted more than the dollar figure, which he declined to disclose. A major plus, he said, was the opportunity to reunite with Erlicht and Van Amburg, who led Sony Pictures Television when it produced Breaking Bad\u00a0and spin-off Better Call Saul.\u00a0He lauded\u00a0Apple\u00a0for supporting an ambitious show.<\/p>\n

Recent TV achievements follow success for\u00a0Apple’s original movies, which play in theaters before heading to\u00a0Apple\u00a0TV+. Coda\u00a0won the best picture Oscar in 2022, and Brad Pitt racing drama F1: The Movie\u00a0was a summer box-office hit.<\/p>\n

Apple\u00a0“understood that the movie had to be made in the right way,” said F1\u00a0producer Jerry Bruckheimer, noting that meant filming during actual Formula 1 races and building a race car.<\/p>\n

“They realized that the value of doing it in a very accurate way would be the best way to present this movie as something from\u00a0Apple,” Bruckheimer said. “It’s really well designed and beautifully done.”<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Nearly six years after technology giant\u00a0Apple\u00a0AAPL.O\u00a0made its\u00a0Hollywood\u00a0debut with the launch of\u00a0Apple\u00a0TV+, the iPhone maker\u00a0is positioned for primetime glory at Sunday’s\u00a0Emmy\u00a0Awards. Apple’s streaming service earned 81\u00a0Emmy\u00a0nominations for 14 titles this year, the company’s strongest showing to date at the annual celebration of television excellence. Its science-fiction series Severance\u00a0and\u00a0Hollywood\u00a0satire The Studio\u00a0are frontrunners for best drama and best […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-18916","post","type-post","status-publish","format-standard","hentry","category-english-news"],"_links":{"self":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/posts\/18916","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=18916"}],"version-history":[{"count":0,"href":"https:\/\/ipp-news.com\/index.php?rest_route=\/wp\/v2\/posts\/18916\/revisions"}],"wp:attachment":[{"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=18916"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=18916"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipp-news.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=18916"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}