AppleTV+'s MorningShow costs $15 million an episode for a total of $300 million for two seasons, per sources, due in large part to the $2 million-an-episode fees that Reese Witherspoon and Jennifer Aniston negotiated
In August 2017, Apple made a move that seemed to signal that the world's largest company was serious about Hollywood. The tech giant outbid Netflix for a soapy morning-show drama that would mark Jennifer Aniston's return to television. Based loosely on the Brian Stelter bookBut by that fall, producers were starting to panic. They had only just received the first script from writer and first-time showrunner Jay Carson.
Apple executives have acknowledged entertainment isn't their expertise. "We don't know anything about making television," senior vp software and service Eddy Cue, the architect of the company's TV+ strategy, told audiences at South by Southwest in 2018. "We know how to create apps, we know how to do distribution, we know how to market. But we don't really know how to create shows."looming, Cue and company will need to prove that they've figured that out.
"They didn't step in halfway," says CAA TV agent Sonya Rosenfeld of Apple's entertainment ambitions. "They were smart to hire people who have spent their careers at the center of the TV business, and they didn't stutter start."
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