Industry News

Apple TV+ is on a scripted-series hot streak. Are people paying attention?

4 August, 2023

Historically, I haven’t been an Apple person. When Apple attempted to persuade me to get a Mac, I got a Dell instead. When iPods proliferated, I owned an iRiver. And when iPhones changed the world, I went with an Android. (Sorry about those green text bubbles.) So it was with some surprise that I recently realized Apple TV+ has become my most-watched streaming service.

Early this year, Apple paid Timothée Chalamet to plug its streaming offerings. In a series of spots, the actor admired Apple’s movies and TV shows and pretended to pine for an Apple project of his own. A jealous Jon Hamm was one thing, but it was a bit of a bold premise for Chalamet to feel left out of the Apple party. The Oscar-nominated actor who’s worked with Wes Anderson, Christopher Nolan, Greta Gerwig, and Denis Villeneuve and inspired a rabid fandom? He can’t concentrate on anything but a burning desire to appear on Apple TV+? It’s no knock on Chalamet’s acting skills to say that to sell that premise, your content had better be good.

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