Hey Apple, why no trailers Monday? (The sizzle reel doesn’t count)

I left the Steve Jobs Theater disappointed. I wasn’t the only one.

From The Hollywood Reporter: Here Are the TV Series That Took Center Stage at Apple’s Event:

Series from Aniston and Witherspoon (The Morning Show), Steven Spielberg (Amazing Stories), Abrams and Sara Bareilles (Little Voice), Kumal Nanjiani (Little America) and Steven Knight (Jason Momoa and Alfre Woodard starrer See) and potential content from the Sesame Workshop and Winfrey (the latter pair each have content deals) were the centerpiece of Apple’s original video presentation. There were no trailers shown during the presentation, only a sizzle reel that included scenes from series like the Hailee Steinfeld entry Dickinson, The Morning Show and more. (Watch the sizzle reel, below.)

Cue the video:

My take: The best spin I came up with on the long flight home Tuesday was that the purpose of Monday’s event was to pitch the new streaming platform to Hollywood creatives, not to blow them away with the stuff already in the can.

More likely the stuff wasn’t ready. Or wasn’t good enough.


  1. Ralph McDarmont said:
    Re: “More likely the stuff wasn’t ready. Or wasn’t good enough.”

    I expect the stuff to be excellent, but maybe not ready for hypercritical eyes, yet. No need to feed the haters while final touches are made. A lot of entertainment heavyweights have signed on and I do not believe they would do so if they did not believe in Apple’s vision. They don’t need the money nor the risk from a half-baked idea. PS flying coast to coast is quite an investment in time and soul. Thanks for making the trip for us.

    March 27, 2019
  2. Fred Stein said:
    The best explanation may be that the title, “Showtime”, was a head fake.

    Apple does not need, nor intend, to compete with content providers. Apple’s ‘show’ is about expanding their platforms to vast array of content providers, from game developers to print media (people still buy papers and magazines), video (short form, documentaries, big budget movies), and more.. That’s one hecka circus under a big tent.

    There is one more item, that nearly no one mentioned: Apple announced support for their AI for developers – on device, totally private, totally secure. Apple has invested heavily in the A12, and the software layers above it. All the other AI platforms rely on vast amount of cloud data (who owns this? who secures it? who can sell it to potentially nefarious 3rd parties?). I don’t know any other on-device AI platform.

    Was Apple Card just a walk on? Not really. First, financial services a multi-$T business, is burdened with overhead, useless physical assets like buildings and paper, and much needed but clumsy regulation. Second, Apple Card dramatically increases revenue per existing customer and expands into new customers, especially younger. With Apple’s recent acquisition of Stamplay, Apple’s payment services may play other roles in services. But that’s for the future and fun imagination.

    March 27, 2019
  3. John Konopka said:
    Tim said they did 10 billion Apple Pay transactions (last year?). I believe Apple gets about 0.15% of each transaction. What’s an average transaction? $50? $10? $100?

    If it’s $100 that’s 1.5B for Apple. Not huge, but room to grow.

    March 27, 2019
    • Jerry W Doyle said:
      John, I wish it were 0.15%. We all would be in “hog heaven!” -:)

      March 27, 2019

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