The Upgrade
What Apple Needs for TV+ to Succeed
A-list talent alone won’t cut it
Published in
4 min readMar 26, 2019
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We used to wonder if Apple would make an actual TV set. Instead, it became a TV studio. Before Netflix, Apple would have seemed like an unlikely content creation house. Back in 2013, Tim Cook told journalists Walt Mossberg and Kara Swisher, “We never felt we needed to own content. We need access to great…