Oprah Winfrey helped put Apple TV+ on the map when the streaming service launched in 2019.
Oprah Winfrey and Apple TV+ are ending their multi-year content deal, three years after the tech giantThe partnership, announced in 2018, created original programs for Apple TV+. At the time, the deal was considered an important step to showing Hollywood the A-list talent that Apple TV+ attracts and the iPhone maker’s ambitions in streaming.Apple’s ‘CODA,’ which cost $25 million to purchase at the Sundance film festival, turned out to be worth the price.
Representatives of Apple and Winfrey declined to comment on the matter, which was confirmed by sources close to the companies who were not authorized to comment.The change comes as streaming companies are re-evaluating what types of content best connect with consumers. Other companies including Warner Bros. Discovery andWinfrey helped put Apple TV+ on the map when it was a relative newcomer to the streaming space.
“Apple wanted to announce it had arrived and it was a force to be reckoned with,” said Robert Thompson, director of the Bleier Center for Television and Popular Culture at Syracuse University. “Signing up Oprah was a pretty strong message.” Now that Apple is more established, the streamer has less need for such a high-profile non-exclusive deal, Thompson said.
What’s more, Thompson noted, while Winfrey has brought content to Apple TV+, some of her most talked about work wasn’t on the streaming platform. For example, her interview with
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