Apple shares closed lower in the US Friday and are poised to open in the red Monday. The latest news surrounding the tech innovator, is that CEO Tim Cook has reportedly cancelled a TV drama, based on rapper Dr. Dre’s life.
A six-part series, Vital Signs, was set to spearhead its original content for its Apple Music Streaming service. Reports suggest there were some scenes that weren’t considered family-friendly by Cook.
Apple shares ended the US Friday trading session lower at $217.66. The stock is currently around 0.30% in the red, in pre-market activity.
Apple Music streaming content
Apple is working towards creating and showing more original content through its apple Music streaming service. However, one of the shows that was commissioned as a main contender to help showcase the service, Vital Signs, has reportedly been cancelled.
The show, which is based on the life of well-known rapper Dr. Dre, has been delayed due to numerous issues between the content and the desires of the company leaders. The latest one to have arisen is that CEO Cook was unhappy with the level of sex, violence and drug use that is clearly depicted in the series.
More wholesome content
Vital Signs isn’t the only planned Apple Music show that has been hit by problems. Other content has been delayed due to time spent editing out bad language. In addition, another show, starring Reese Witherspoon, has reportedly been flagged due to some of the humour it contains.
Reports suggest that Cook and other executives are keen on creating a streaming service – in an increasingly crowded market - that is more family friendly. As such, Apple Music has signed deals with Oprah Winfrey, along with the producers of Sesame Street.
This attitude to content could prove difficult for Apple. However, the promotion a family friendly TV service will likely appeal to as many potential collaborators and watchers, as it could put off.