A culture of insufficient infrastructure and crunch seems to be plaguing the offices of Apple TV+ as several sources come forth to claim the streamer's ecosystem as lacking integrity. Speaking primarily to Business Insider, various executives cite concerns over its content appropriation, with many of the staff both underfinanced and under-resourced.
The news comes on the heels of Apple's big win at the Oscars, taking home not one but three Academy Awards for its 2021 film CODA (the first of its kind for any major streamer). Despite the ample praise, backlash still persists, with Hollywood executives calling into question Apple's own legal department, highlighting its limited knowledge in entertainment law. This directly affects key proponents in building content on the streamer, as stopgaps ensue over decision-making with bosses, production timing, and contract delineation.
A Hollywood executive claims that one unspecified show aired before any contracts were even signed. Yet another executive experienced vast issues in payment as invoices went ignored. The unnamed individual relays his feelings to Business Insider, "It's a reflection of their corporate culture to stretch the terms of the payment out as long as possible. It's really frustrating."
Frustrating seems to be the key term used here for most of the inside and outside claims made of Apple TV+ and its content ecosystem. Even marketing for content sufferers dramatically, with much of the information regarding shows and movies being lost in a void for the creators behind them. One such source likens it to "marketing like it's an iPhone." Given the added secrecy behind most of these internal projects, Apple tends to relay information last minute or not, thus causing even more frustration and woe with content partners.
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Even employees feel the heat. Various talent inside Apple TV+ show signs of burnout as shows and other forms of content are churned out at the same time despite delays. This then causes a major flood effect of work and time spent on multiple projects at once, leading to employees desperately eyeing the exit signs. One former Apple employee explained it as an end-all for the company: "There's going to be a breaking point. People are stretched thin and working too hard."
The cause of all of this commotion? Apple needs to be in control. One content executive explained that Apple TV+ "want to make everything themselves," yet the only issue is "they don't have the people." The push is mainly in internally-created content without the guise and assistance from the likes of any third-party partners, ie. Warner Bros. And, although some might point to the fact that it's still very much in its infancy, Apple TV+ is backed by a major tech giant, proving that claims of it being too early in its lifespan are a bit unfounded.
Apple is working hard to amend these issues, though. Several job postings and internal insight highlight that it's on the hunt for major executive talent across the board. It will also be taking on some mid-level content executives in order to streamline the process of its maligned workflow environment while also better managing various budgeting and production costs.
As the streamer begins to dive headlong into new arenas, main among them being sports with the newly added NFL Sunday Ticket package, altered leadership seems among the most important concepts for the company to take hold. Although original content seems the money player in the streamer wars, the sports strategy is a step in a whole new direction that many see as somewhat positive.
Yet, as previously mentioned, of all the big-ticket items necessary for the rectification of Apple TV+, revamped leadership seems the most promising. The aforementioned ex-Apple employee says "it's a thought that's crossing people's minds," regarding "a leadership change that's bigger than Zack and Jamie."
