Apple is stepping up efforts to produce feature films, new report from Information. Apple already has a limited number of high-profile films, including “Palmer,” “Cherry,” and “Greyhound,” and sees it as a way to attract more people to Apple TV +.

Apple told studio executives it aims to make more than 10 to 12 original movies per year for ‌Apple TV + ‌, which would allow it to better compete with other streaming services like Netflix, Hulu, Disney +, and HBO. Max.

To aid in its push into feature films, Apple hired Jessie Henderson, who was previously executive vice president of feature films for streaming service HBO Max. She will join the ‌Apple TV + ‌ team led by Jamie Erlicht and Zack Van Amburg, reporting to Matt Dentler, an Apple TV + ‌ executive who deals with the original films.

Compared to other streaming services, ‌Apple TV + ‌ is still in its infancy and Apple is working hard on the content to strengthen the service and make it more appealing to subscribers. Apple still gives people who buy a new device a year of free service, and those who initially used that free year when Apple TV + launched on November 19 continue to have access for free as Apple continues to. extend the trial period.

Apple continued with its free trials to give people more time to hang on to the original content available on ‌Apple TV + ‌ before having to pay for a subscription. Right now, Apple is also reimbursing those who pay for ‌Apple TV + ‌, so the service is making little to no money at the moment.

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