Apple TV+ Reportedly Heading Toward 'Breaking Point' Amid Staffing Problems and Frustrated Content Partners

Some content partners have become frustrated with the Apple TV+ service due to infrastructure problems.

Industry sources told Business Insider that Apple TV lacks a sufficiently robust infrastructure, resulting in a frustrating corporate culture. According to reports, the Apple TV+ content team is under-resourced. The leadership structure of the streamer is very flat and key departments like marketing and publicity don't communicate enough, leaving partners to juggle multiple points of contact.

Two content executives who have worked with Apple TV+ told Business Insider that the streamer's in-house lawyers lack familiarity with common entertainment law practices and executives are expected to check with their bosses before making decisions, which slows down the deal. One executive said that Apple TV+ began streaming a show before a contract was signed, while another said that they had problems getting invoices paid.

Other sources said that Apple TV+ has a chaotic approach to marketing, including last-minute marketing planning for projects that have been in the works for months. Content partners get little to no information on how their projects are performing with subscribers, as the details of new projects are kept secret until the last minute. Last year studio executives spoke to The Information.

A former Apple member of staff said that there is burnout at Apple TV because of a number of delayed shows moving forward at the same time. People are working too hard and are thin.

It is not currently possible for Apple to make all of its content itself to avoid relying on partners like Warner Bros. The company hopes to fix some of the immediate issues by hiring more mid-level executives to manage cost projections and budgeting. The issues at Apple TV are a result of the streamer being fairly new, according to a source speaking to Business Insider.

The report comes just days after Apple TV+ won Best Picture at the Academy Awards, becoming the first film from a streaming service to ever win the award.