Rumors have been swirling for some time that Apple might turn to commissioning original podcasts. Most of the speculation hinted that exclusive titles would further entice listeners to the Apple Podcasts platform, which has faced stiff and suddent competition from Spotify. The latest insider information indicates a secondary goal for any original programming.
Sources told the Los Angeles Times that Apple is considering podcasts that would act as supplements for the original shows on its Apple TV+ video streaming service. The sources said Apple made a request for pitches last summer for audio programs that would connect to its video shows. In some cases, Apple has discussed having the producers of original shows making companion podcasts. The sources said none of the plans are final.
With so many other podcast platforms, from Spotify to Luminary, launching original shows, adding exclusive podcast programming would seem like a natural next step for Apple. The company has a reputation for working with A-list talents, and it has the bank to make strong offers. If it does make a foray into exclusives, expect the official announcement to be a star-studded lineup, much as its Apple TV+ pulled in projects with heavyweights such as Oprah, Reese Witherspoon, Ronald D. Moore, and Kumail Nanjiani.