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Apple throws itself into original content, but out of original ideas

The Apple move this week to take two of the most seasoned Sony Pictures Television (SPT) Presidents on board, reeks of a business which is following, not leading. Clearly the move is about creating original content for Apple, but beyond that there is no clear indication of how Apple will leverage that in the market. There must have been a conversation with both Jamie Erlicht and Zack Van Amburg, but it could have been as brief as pointing to Apple’s cash hoard and talking about making a ton of content and putting it through either a new, or even an existing delivery route. We were not flies on the wall of those conversations, but in TV, the expression that Content…

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