What Apple TV Will Need to Do to Succeed

Quality content that’s family-friendly will help

“I’ll never forget this,” Apple chief Tim Cook gushed, leaning over to thank Oprah Winfrey for closing out the company’s long-awaited unveiling of its new streaming service, Apple TV+.

To some viewers, the soundbite dripped with irony. The ceremony at Apple’s Cupertino headquarters Monday was almost entirely forgettable. Sure, there was plenty of star power, with appearances from Jason Momoa, Steven Spielberg, Winfrey, and even Big Bird, among others.

But Apple’s presentation left more questions than answers. When will its shows arrive? We received only a vague fall release date. Why were Jennifer Aniston, Steve Carell and Reese Witherspoon brought onstage to discuss their upcoming series — on the drama of a morning news show — without a trailer to promote it? (Though Apple did release a two-minute sizzle reel of all its shows on Monday.)

Most importantly: How much will the streaming service cost? That remains unanswered.

It wasn’t an auspicious start. Apple’s stock dropped 1.2 percent on Monday, hitting $188.74 per share.

So what will Apple TV+ need to be successful?

“Bottom line: great original content remains both king and queen,” screenwriter and UCLA film professor Neil Landau said. Brian Frons, former…

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Sean Burch

Tech reporter • sean.burch@thewrap.com • @seanb44