A New York Times report gives us an overview of what to expect from Apple’s ‘Show Time’ event next week. The event will be a star-studded affair as Apple unveils its TV streaming platform and Apple News Magazines services. Apple is working on original content for its TV streaming service and the report highlights the state they are in currently.

While Apple is working on almost two dozen original TV shows and movies, 11 projects have completed filming or are on the verge of completion. They will be among the first few shows to be available on Apple’s streaming service. This includes a thriller series from M. Night Shyamalan, “Are You Sleeping? starring Ocativa Spencer, “Dickinson” starring Hailee Steinfeld, “Little America” from the writers of “The Big Sick,” and an unnamed comedy from Charlie Day and Rob McElhenney. However, none of the shows will be available on the streaming platform at launch. Instead, they will all be available later this year.

Apple is also going to increase its production efforts in 2020.

The report highlights that Apple’s entertainment team has not been transparent in regards to the release date of the shows and their marketing plans.

Apple’s entertainment team has not been totally opaque. It has provided feedback to individuals involved in the shows, but it has been tight-lipped about the marketing and rollout plans. The March 25 event may allay Hollywood’s concerns, but several people involved in the new programs have interpreted the lack of communication as a sign that there may not be a clear game plan.

Apple executives are also cautious about how the company’s own products are showcased in their shows.

People involved in the coming series also said that Apple executives had expressed squeamishness when it comes to the portrayal of technology in the shows — how exactly are you using that iPhone? Or that Mac laptop?

Apple’s content efforts are being led by former Sony executives Jamie Erlicht and Zack Van Amburg, with Eddy Cue overseeing their work. They were initially allocated a budget of $1 billion for programming which they have easily exceeded by now.

While Apple’s streaming service will contain content from studios like HBO, Starz, and Showtime, the company will primarily focus on its own original programmes at the Show Time event next week.

[Via NY Times]

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