Apple is interested in hiring a programming manager to direct and coordinate its own production in a future channel. It is not clear whether it will broadcast such content through Apple TV as another channel, or as a service on Apple Music. In its strategy for the formation of a team to launch said channel, Apple would be interested in hiring the services of Michael Lombard, ex-president of HBO. The contacts appear to go back to the beginning of the year, when Apple began conversations with Lombardo to "discuss Apple's programming strategy" in terms of broadcasting programs.
Lombardo has significant experience in the audiovisual sector. Until early 2106 he was on HBO, but left the position to be a content producer. I wanted a more active position in creating original and creative spaces. He currently directs a show for the HBO network as a producer, but Apple's proposal could make him value, return to content coordination positions.
Apple acknowledges that it is in an active process to create the position, which apparently they propose to Lombardo, which would answer questions that the audiovisual sector has been asking for months, regarding Apple
While the company has started some reality show projects such as «planet of the apps»Or the series«carpool Karaoke«, Many in Hollywood are puzzled as to what exactly Apple wants to do with video production. The questions are about how far Apple wants to go in making its own shows and whether it wants to compete with Netflix, Amazon and Hulu.
At the moment the planning is in its initial points, or Apple keeps any action very secretive, so that it does not come to light. In relation to the information we have, in January Cook said that he is evaluating different alternatives. At the beginning of May, he announced that he is testing content produced by themselves, and that after the first tests, he will make decisions.
Either way, this news tells us that Apple wants to have its own content channel and is counting on the best specialists in the sector to try to amaze us, as we are used to.