Apple TV+ continues to gain attention not just for its high-profile shows, but for how it manages its creators. Some producers praise Apple for giving them creative space. Others say the company steps in too often, especially when it feels its image might be at risk.
Becky Clements, producer of Physical, said Apple supported her team even when the material was difficult. Ben Silverman, behind Stick, noted Apple’s willingness to fund big productions, including location shoots across the country.
Not All Creators Feel Heard
However, not everyone has had a smooth experience. Comedian Jon Stewart revealed that Apple asked him to avoid certain topics on his show. These included artificial intelligence and U.S. politics related to China. After pushing back, his show The Problem with Jon Stewart was canceled. Lawmakers later asked Apple’s CEO for answers about the decision.
Seth Rogen, co-creator of The Studio, also shared that Apple doubted some of their creative ideas. His team ignored the concerns and kept their vision. In the end, the show received positive reviews, proving their approach worked.
Small Audience, Big Investment
Apple TV+ is spending billions, yet subscriber growth remains slow. Industry analyst Daniel Ives estimates the platform has around 57 million users. That number is well below rivals like Netflix, which has over 200 million.
One issue is Apple’s smaller content library. While shows like Severance and The Morning Show are hits, Apple doesn’t produce content in the same volume as competitors. Ives compared Apple’s strategy to building a mansion without furniture inside.
Looking Ahead
Despite losses of about $1 billion each year, Apple is pushing forward. The company is building two new studios in Los Angeles, hoping to grow its original productions. It’s also offering discounts and bundling Apple TV+ with other services to attract new subscribers.
Apple may need more than just big stars and glossy productions to win in streaming. Its future could depend on how well it balances control with creative freedom.
