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Apple TV+ will “prioritise quality over quantity”

"We don’t have to be the first to be the best"

Apple TV+ will prioritise quality over quantity of content, according to the Apple senior VP of internet software and services Eddy Cue.

In an interview with The Sunday Times, Cue rebuked the Netflix model of releasing as much content as possible, adding that there’s “nothing wrong with that model, but it’s not our model.”

Acknowledging Apple’s late entry into the streaming market, Cue said: “We try to be the best, and we don’t have to be the first to be the best.” It will therefore be “creating the best” content rather than “creating the most.”

He added that while Apple doesn’t “know a lot about television other than we are big consumers of it,” the company will “find the best people for it,” with JJ Abrams, Steven Spielberg and Oprah Winfrey already attached to its projects.

In addition, Cue suggested that Apple will release new content every month, its first series being workplace drama The Morning Show featuring Reese Witherspoon and Jennifer Aniston.