If money equals success, our friends at Apple are going for it.  The Financial Times reports that the company is increasing its budget for content from $1 billion – which sounds a lot like Netflix’s reported budget for this year – to $5 billion.  With that bankroll they’ll assure themselves of a competitive position against Netflix, Amazon, HBO, Hulu and Disney +.

One particular Apple program, The Morning Show, is reportedly budgeted at $300 million for just the first two seasons, which makes it more expensive than HBO’s Games of Thrones that is estimated to have cost a mere $15 million a season.  The math says one season of The Morning Show will cost more than the entire run of Thrones. Nuts.

Apple is throwing big money and a-list talent into its efforts to establish a dominant position in the streaming industry. Jennifer Anniston, Steve Carell and Reese Witherspoon lead in The Morning Show cast while producing talent like Oprah Winfrey and Steven Spielberg are also contributing content. An interesting side story that comes out of all this content expansion is the need for lots of talent, both back stage and in front of the camera.  There will be fewer starving actors in the future.

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