Tim Cook spiked Apple’s Dr Dre drama over sex, drugs, and violence

Apple CEO Tim
Cook.
Getty

• Apple CEO Tim Cook shot down Apple’s Dr Dre drama
  “Vital Signs” after objecting to scenes showing drugs, sex, and
  violence,
  the Wall Street Journal reports.
• The Journal said Apple is pursuing a family-friendly
  content strategy for its push into TV.
• Apple’s original video ambitions emerged in 2017, with
  a reported budget of $1 billion and the hiring of former
  “Breaking Bad” executives Jamie Erlicht and Zack Van
  Amburg.

Apple CEO Tim Cook does not want gratuitous sex and violence in
Apple’s upcoming video content,
The Wall Street Journal reports.

Over a year ago Cook previewed Apple’s first drama “Vital Signs,”
a
six-part semi-autobiographical series about hip hop star Dr
Dre, which began shooting in 2016.

According to the Journal, Cook was shocked at scenes featuring
cocaine consumption, an orgy, and guns being drawn. Cook
reportedly told Apple Music executive Jimmy Iovine that the show
was too violent, and could not be shown on Apple.

A release date for “Vital Signs” has been shrouded in mystery.
Sources told Business Insider last year that the elements were
being filmed again as Dre wasn’t satisfied with the
product.

The Journal reports that Apple is pursuing a family-friendly
content strategy for its move into television. The newspaper
summed it up like this:

“Apple’s entertainment team must walk a line few in Hollywood
would consider. Since Mr. Cook spiked ‘Vital Signs,’ 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.”

In June 2017, it was reported that
Apple poached Sony Pictures TV executives Jamie Erlicht and Zack
Van Amburg, who spearheaded shows including “Breaking Bad”
and “The Crown.” In August, it emerged that Apple was
setting aside a budget of $1 billion for original content.

Erlicht and Van Amburg have had moderate success in pitching
slightly edgier content to Apple, with the Journal citing a
series made by M. Night Shyamalan about a couple who lose a
child. However, Apple reportedly insisted that all crucifixes be
removed from the characters’ house, as it wants to steer clear of
sensitive issues like religion and politics. Shyamalan was not
available to comment.