“Apple knows how to make an entrance,” Randall Colburn writes for The Guardian. “In June, the tech juggernaut sent a shiver down the collective spine of the prestige TV cognoscenti by recruiting Jamie Erlicht and Zack van Amburg, the duo who helped Sony shepherd the likes of The Crown and Breaking Bad to critical and commercial success. Arming them with a budget of $1bn, Apple tasked the pair with bringing back at least 10 shows, each with the potential to become their own Game of Thrones-style juggernaut. Subtle, they were not.”

“Confidence is a must, and Apple is exuding it, not just with its top-level executives, but also with its deliberate goals and modest budget,” Colburn writes. “Nowhere else, it seems, would $1bn be considered such, but it seems paltry alongside the $8bn (Netflix) and $4.5bn (Amazon), respectively, are putting towards their 2018 slates.”

“But while Netflix’s plan includes 30 new anime series and 80 new original films, in addition to original drama and comedy series, Apple’s goals remain much more focused, with a clear emphasis on quality over quantity,” Colburn writes. “What we see here is a diverse range of series, each backed by experienced industry veterans and ensconced in the landscape’s current and budding trends.”

Read more in the full article here.

MacDailyNews Take: Apple knows how to make an entrance… when you ignore the first decade of Apple TV and insipid shit like Planet of the Apps.

Here’s to Apple finally getting a clue, getting people in there who know what the hell they’re doing, and for spending some real money!

The answer to the headline is: Yes. They already have.

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Apple orders space drama series from ‘Battlestar Galactica’ producer Ronald D. Moore – December 15, 2017
Apple gives Jennifer Aniston-Reese Witherspoon series a 2-season order, confirms Spielberg’s ‘Amazing Stories’ reboot – November 9, 2017
Apple outbids Netflix for show starring Jennifer Aniston and Reese Witherspoon – November 8, 2017
Apple eyes iconic studio as base for Hollywood production push; vying with Netflix for high-profile Jennifer Aniston drama – September 1, 2017
The magic and misdirection of Apple’s streaming strategy – August 18, 2017
Apple wants to spend $1 billion on 10 original TV shows over the next year – August 16, 2017
Former WGN America president Matt Cherniss joins Apple in latest TV push – August 15, 2017
Rivals leaving Apple behind as Apple TV remains stuck in a test pattern – August 8, 2017
Apple’s so-called TV ‘strategy’ continues to be an embarrassing joke – June 30, 2017
Apple poaches Sony TV executives to lead major push into original content – June 16, 2017
Apple’s Eddy Cue alienated cable providers and networks with an assertive negotiating style – report – July 28, 2016