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Despite high profile hires, Apple’s TV plans are doomed

Apple has been promising to revolutionize TV for years but hasn’t yet found the time to do so. This week, Apple announced two new and likely expensive hires, former Sony Pictures Television presidents, Jamie Erlicht and Zack Van Amburg – who are known for Breaking Bad, The Blacklist and other golden TV shows – to help it transform television. Apple said Erlicht and Van Amburg will take on “newly created positions overseeing all aspects of video programming,” and will report to Apple VP Eddy Cue. The duo have been involved in a number of notable streaming series, including Netflix’s Bloodline and The Crown and Amazon’s Sneaky Pete. Apple is supposedly hoping to create premium series on par with HBO or…

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