Apple has come to terms with passing up on Dr. Dre’s show, Vital Signs. While it may be a bold move, they had their reasons. The Wall Street Journal reports, “Apple has made clear, say producers and agents, that it wants high-quality shows with stars and broad appeal, but it doesn’t want gratuitous sex, profanity or violence.”

When we think of Apple, it is usually focused on the incredible, innovative technology they have been creating i.e. MacBooks, iPhones, iPads, and etc. Recently, it was announced that Apple has become a trillion dollar company. In this day and age where there are constantly new developments for a more easier usage of technology, Apple has always been the frontrunner. The announcement was expected.

As Apple continues to grow, it has expanded to different outlets. One being Apple Music where various artists stream their albums, archive their music videos, and most recently, producing TV series. Apple Music has proven themselves to be in the streaming service for the long haul as they received their first Emmy award for Corden’s Late Late Show spinoff series titled Carpool Karaoke in the shortform variety series category. This was also Apple’s first ever nomination. Finding success with one of its series, Apple was already producing Dr.Dre’s semi-autobiographical TV show, Vital Signs. However, Apple CEO Tim Cook shut down production due to its “unsavory” content and inappropriate scenes.

With a notable cast, including Sam Rockwell, Michael K. Williams, and Ian McShane, the show was brewing for what we hoped would become a “hit show.” Rockwell gave us a little tease (and maybe a foreshadowing) in his 2016 interview with Entertainment Weekly that indicated where the show could possibly venture off to. “I play Ego, and Ian McShane is Vengeance, and Michael K. Williams is Negativity. There’s also a character called Prodigy,” he said. “We had a couple of orgy scenes. That was interesting.” With six episodes scheduled, the show was supposed to be Apple’s debut for a scripted series. 

With Apple changing things up for a more “tasteful” appeal, we can see how things will be decided in order for a TV show to be given the green light. This could affect the number of viewers who find themselves wanting that cutting-edge content. It will be interesting to see how Apple changes its preferences along the way.