Apple goes head to head with Netflix, HBO and Amazon

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That makes Apple a real player in Hollywood, something the town has been anticipating ever since Netflix and Amazon crashed into the market with big budgets.

They told the content makers that they want to spend an astonishing amount of $1 billion during the following year on their own things. HBO has already spent $2 billion previous year on original shows. While other reports indicate that Netflix is planning to spend $6 billion.

It seems that Apple is officially ready to do business in Hollywood. That is exactly what the studios wanted to hear, as they've been expecting this to happen for quite some time now, especially after June when two top Sony TV executives were hired by Apple. The duo behind such hits as "The Blacklist", "The Goldbergs", and "Breaking Bad" are tasked with building a slate of world-class content for Apple.

For Apple, a $1 billion outlay for original entertainment would barely make a dent in its balance sheet: The company reported $261.5 billion in cash, cash equivalents and long-term investments as of July 1, 2017. "Planet of the Apps", an app-focused version of "Shark Tank" with celebrity mentors like Jessica Alba and Will.i.am, was mocked by critics.

Apple's upcoming series helmed by Dr. Dre, "Vital Signs", a semi-autobiographical scripted series about his life, is nowhere to been.

But that era lacked a cohesive strategy, with various Apple execs involved in shows on a case-by-case basis, according to insiders.

"We have exciting plans in store for customers", Cue said in announcing the hiring of Van Amburg and Erlicht, adding: "There is much more to come".

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