When Jamie Erlicht and Zack Van Amburg relocated to Apple in 2017 after more than 15 years at Sony Pictures Television, the first thing they did was set up a whirlwind series of meetings with write…
, Erlicht and Van Amburg detail the process of building Apple’s bold video venture from scratch.
“We spent a lot of time at Cupertino getting to know all of the various division heads who were going to be critical to our success,” Erlicht says. “We spent a good chunk of [the first] few months flying up to Cupertino multiple times a week, figuring out how what we’re doing on the entertainment side fit in with everything else at Apple. We knew we needed to make [Apple TV Plus] feel seamless for the company.
The quality time that Erlicht and Van Amburg spent in Cupertino helped instill in them the Apple ethos of prizing innovation as a means to foster better and stronger communication tools, as enabled by iPhones, iPads and the like. “There’s no piece of data on Nov. 2 that in any way, shape or form can change the course of what we’ve been doing,” Erlicht says. “What I’m most excited about is that the world is going to be able to see what we’ve been doing. And they’re going to see a user interface that will change the way the consumer watches video. It’s a real experience.”
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