It makes perfect sense for streaming platforms to create their own content. But, it’s a whole different ball game when tech manufacturers like Apple decide to offer original programming to their customers. Sure, the company’s Apple TV and iCloud offerings would support a business strategy like this, but Apple’s reasoning is based on declining sales of iPhones, and officials only plan to put about a billion dollars behind the production.

Apple CEO Tim Cook also plans on putting limits on the content itself, stating that programming must be wholesome and should mirror the brand’s image. Now the question is, how does Apple plan on getting a piece of the streaming media pie and competing with giants Netflix, Hulu and Amazon who heavily invest in original content production and already monopolize the industry? Only time will tell.

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