Right about now Tim Cook is probably wishing Steve Jobs hadn’t sold Pixar to Disney. Think of the arsenal of content and iconic characters not to mention the head start it would now have versus its tech peers (i.e.: Amazon and Netflix). Instead Apple is playing catch-up in an ever escalating content arms race. The first salvo Apple fired was back in June with the hiring of two former Sony execs to start up video programming positions that didn’t exist before at Apple. And now, after Netflix upped the ante by signing hit maker Shonda Rhimes, Apple has reportedly set aside $1 billion to invest in the creation of original content. BOOM? No, not really. Because that was the same amount that Amazon invested 4 years ago when it started up its original content machine and a pittance compared to what both Netflix and Amazon are projected to invest on programming this year ($6 billion and $4.5 billion respectively). BUT, Apple has a built-in advantage that neither Netflix nor Amazon can
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