Apple TV has come a long way since its uneven 2019 launch, transforming into a prestige powerhouse with 89 Emmy nominations this year — trailing only HBO Max and Netflix. From early misfires to critical darlings like “Widow’s Bay,” “Pluribus,” “Shrinking,” “Slow Horses,” and “Margo’s Got Money Troubles,” the streamer has refined its approach by betting on bold, idiosyncratic storytelling.
Rebecca Ford for Vanity Fair:
When it debuted, Apple TV (which back then had a plus sign at the end of its name) trotted out a ton of stars who would be featured in its new shows and films, like Jennifer Aniston, Jason Momoa, and Oprah Winfrey. But many of the shows, other than The Morning Show, fell flat with audiences. Over the years, the streamer has instead been focusing on working with creatives who have boundary-pushing concepts, like Ben Stiller’s Severance or Seth Rogen’s The Studio. The shows may seem like bigger gambles on paper, but when they work, they earn acclaim.
“These are all shows that are incredibly idiosyncratic and have a really, really strong vision,” says Vanity Fair special correspondent Joy Press. “They have actors that we recognize, but they’re not the biggest stars in the universe. But they have a very strong voice behind them.”
MacDailyNews Take: Listen below to hear about how Apple TV has pulled off this feat — and what challenges may still lie ahead for Cupertino’s oft-lauded streaming service.
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