By now it is no secret that Apple is looking to pack its catalogue with original TV shows. The company has been busying courting various directors and actors and buying up existing content. Apple has never really been one to justify their actions to the public, but Apple’s CEO Tim Cook recently offered up a reason why.


In a call with analysts on Tuesday, Cook explained why Apple is making a big push with original programming. He said, “The cord cutting in our view is only going to accelerate and probably accelerate at a much faster rate than is widely thought.” Basically it sounds like Apple has realized that streaming is about to kick off in a huge way, and that original content is a good way to try and get people on board your platform.

Netflix has had a lot of success with its original shows, such as Orange is the New Black, House of Cards, Stranger Things, and the series of TV shows that they did with Marvel. Cook goes on to add, “We hired two highly-respected television executives last year and they have been here now for several months and have been working on a project that we’re not really ready to share all the details of it yet, but I couldn’t be more excited about what’s going on there.”

Many are curious as to how Apple plans on launching their shows. Will it be part of an Apple Music subscription? Will it be launched via Apple TV? That remains to be seen, but a rumor from June suggested that Apple could be planning some kind of bundle which will cover TV shows and music and magazines.

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