What 'The Morning Show' trailer can teach us about Apple TV+

Apple on Monday delved into the crowded market of streaming video, announcing an ambitious service that will feature its own original series and films, as well as content from its partners.

Only glimpses of the Academy Award- and Emmy-winning actors are seen in the trailer, but their increasingly urgent voices discuss somber news events, questions about their integrity and the complex personalities they wish to convey to at-home audiences. Meanwhile, the camera slowly rolls through the show’s dressing rooms, empty hallways and production bay.It’s a far cry from the sitcom tradition associated with its stars.

The new teaser didn’t appear to be interested in satirizing broadcast journalism in the vein of Sidney Lumet and Paddy Chayefsky’s astringent 1976 classic, “Network,” or Will Ferrell’s beloved “Anchorman” franchise, which also featured Carell.

Films and TV series of the latter bent have often taken on timely, even controversial topics, though in the absence of more footage, it remains to be seen whether “The Morning Show” will address the changing news-consumption landscape, the notion of “fake news,” freedom of the press or attacks from the president and other powerful figures .

As The Times reported on the eve of the Apple TV+ launch, though, such sensitive subjects may run counter to Apple’s programming strategy. Some people familiar with the company’s new offerings say it’savoiding gratuitous violence and sex, as well as content that depicts the downside of technology. Rather than seek out boundary-pushing programs like Netflix’s “13 Reasons Why,” Cook is said to prefer material that can be shown on screens in Apple retail stores without offending customers.

NardineSaad Sign me up. Looks like it’ll be good

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