After reports last week of Apple releasing its own original television show based on Dr. Dre, an insider has told Re/code the company’s video content is only being used “to extend Apple Music,” not as the company’s first foray into the TV business. News that Apple had produced a “dark semi-autobiographical drama” about the rap icon and Beats co-founder titled Vital Signs added fuel to ongoing speculation that the company is making an entry into the original TV programming business, with the largest question being how the show would be distributed. As with Drake’s “Hotline Bling” video and Taylor Swift’s recent concert film, the answer seems to be Apple Music. In the same way that Netflix funds original programming in the hopes of selling its primary service of delivering third-party content, Apple seems to be producing its own video programs to draw users to its Apple Music service. Sources familiar with the company’s plans say there is more video content to come, but its focus will primarily be pushing users toward Apple Music for the time being.
