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Apple won't confirm too many details on its plunge into original content — but a key executive said talent agencies should be "very, very excited" about what Apple is up to, according to an interview with The Hollywood Reporter.
The iPhone giant is not trying to compete with Netflix, as any efforts around creating TV shows are limited to close integrations with Apple devices and Apple Music, software and services, senior vice president Eddy Cue told The Hollywood Reporter's Natalie Jarvey.
For instance, Apple's unscripted reality show "Planet of the Apps," a show about apps with producer Ben Silverman, lets Apple bring something to the table, Cue said in the story published on Thursday. But Apple's not actively trying to buy a full-blown Hollywood studio at this point, Cue told Jarvey.
"That's the great thing about Apple, it's very focused on the things that we know how to do very well and not try to extend ourselves to areas that we know very little about," Cue told The Hollywood Reporter.
Cue didn't confirm a widely reported rumor that Apple will partner with Dr. Dre on a scripted drama, though he said the man behind Beats is "an amazingly talented individual, and he's always working on projects." But he was critical of the status quo in television, calling satellite receivers "nothing more than a glorified VCR."