Apple Continues Foray Into Film Business With Acquisition of Two Family-Focused Films

Apple continues to make inroads in the film business as the company’s video division just secured the global distribution rights for two family-focused films: an animated film titled “Wolfwalkers” and a documentary called “The Elephant Queen.” Last year, the tech giant announced its plans to spend about $1 billion on original programming, thus boosting its […]

Apple continues to make inroads in the film business as the company’s video division just secured the global distribution rights for two family-focused films: an animated film titled “Wolfwalkers” and a documentary called “The Elephant Queen.”

Last year, the tech giant announced its plans to spend about $1 billion on original programming, thus boosting its efforts to compete with other video-streaming services like Amazon.com Inc. and Netflix Inc.

Bloomberg reports that Apple has been “prolific” in commissioning television content but slower when it comes to feature films. While the company continues to secure big-name deals with the likes of Stephen Spielberg and Oprah Winfrey, it’s still unclear where viewers will access all its video content.

Apple saw its brand reputation tumble this year in The Harris Poll’s annual Reputation Quotient study. Harris Poll CEO John Gerzema attributed Apple’s declining reputation to its failure to introduce “attention-grabbing products” like they did in past years. We’ve yet to fully see what the company has planned with its recent foray into film and video streaming. Perhaps its novel approach to visual storytelling, once revealed, will be the groundbreaking product it needs to win back consumers’ loyalty.