This is what Apple Music is going to be,” Mr. Iovine said in an interview Monday night.
“Customers are going to love it.”
Mr. Iovine said that Apple Music was also working on other video projects that are “so opposite” to the first two.
Apple said Monday night that it would introduce its first two television-style video
series on Apple Music, its subscription music-streaming service, in the spring.
“We’re not out to buy a bunch of shows,” Eddy Cue, Apple’s senior vice president for software
and services, said during an onstage interview at the Code Media technology conference Monday night.
“We’re trying to do things that are unique and cultural,” Mr.
Much like MTV did in its heyday, that means going beyond music.
Other original videos, including scripted dramas, are planned over the next year as Apple tries to
build Apple Music into a cultural platform, said Jimmy Iovine, who heads the $10-a-month service.
The series, a spinoff of James Corden’s running sketch on “The Late Late Show,” will be available to Apple Music subscribers in April.
The second program, “Planet of the Apps,” is a reality TV series about iPhone app developers competing to build the next great app.
But Apple does intend to use original video to help distinguish Apple Music, which began in June 2015
and has attracted than 20 million subscribers, from competitors like Spotify.
