What it is: Apple acquired “Little America,” a TV series created by Kumail Nanjiani and Emily V. Gordon, stars of the movie “The Big Sick.”
Why should people buy an Apple TV? No reason, which is why Apple TV isn’t as wildly popular as the iPhone, iPad, Macintosh, or Apple Watch. The Apple TV is nice, but doesn’t do anything better or worse than any rival product. That’s why Apple is pursuing exclusive content to make Apple TV more appealing. The theory is that if you want to watch specific shows, you have to buy an Apple TV.
Whether that works or not remains to be seen, but people will subscribe to Netflix to watch Netflix shows and subscribe to Hulu to watch Hulu shows. If a show is popular enough, people will buy an Apple TV if they want to watch an Apple TV show. Apple has spent millions buying exclusive content and their latest acquisition is “Little America,” an anthology TV series created by Kumail Nanjiani and Emily V. Gordon, stars of the movie “The Big Sick.”
The goal of “Little America” is to highlight the inspiring stories of immigrants coming to America and succeeding. This fits in with Apple’s goal of focusing on content that avoids profanity, violence, and sex. Essentially, Apple wants their exclusive content to be family-oriented programs since it will sport the Apple brand name behind it.
That means Apple TV will be family-oriented, much like Disney, which makes it easy to see how Apple and Disney could and should work together. By offering family-oriented exclusive content, Apple TV can target a niche. If you want to see shows involving violence, serial killers, or sex, you will still be able to find it on Apple TV but it won’t be under the Apple brand name.
Now that Apple has a clear goal to focus on family-oriented, exclusive content, they should also focus on expanding that niche to inspirational and educational content as well. “Little America” can help people learn more about immigrants and their struggles, but more inspirational content could be Apple TV’s niche. Right now if you watch Netflix or Hulu, you’re likely to see plenty of shows involving crime, sex, drugs, violence, and dishonesty. Imagine an Apple TV network that provides positive, uplifting, inspirational, and family-friendly content instead. That’s the true market for Apple TV, especially because no other networks are pursuing this.
Let Amazon, Netflix, and Hulu battle it out for random shows, hoping to find a hit. Apple should corner the positive programming niche because that fits their brand image and because no one else is doing that. If Apple TV offered such exclusive content, it would create a strong reasons for others to buy an Apple TV, unlike the current situation today.