However, just like its brand image, Apple is looking for risque free content without nudity, sex, bold storylines, and any political or religious influence.
The newspaper, citing producers and agents, claimed that the Cupertino, California-based company spiked a show about hip hop artist Dr. Dre's life because it was too violent. Apple also found issues with some of the humor and wanted a more upbeat feel to the show. The company now has over 20 shows in production, out of which only two would receive a "TV-MA" rating.
Apple did give the green light for a psychological thriller produced by M. Night Shyamalan in February, according to Variety. "I do adore Zack (Van Amburg) and Jamie (Erlicht) and trust in their taste".
Apple will soon unveil a streaming service filled with original content.
In addition to sex, drugs and violence, the WSJ says Apple has been working to avoid "sensitive subjects" like religion and politics.
According to reports, Apple wants to keep their programs focused on shows with a broad appeal and family-friendly feel. This move is unlike that of Netflix whose shows are known to have bold and edgy storylines, sexual acts, and politically inclined content.
One show Apple is excited about landing is the upcoming Jennifer Aniston and Reese Witherspoon project about a morning news show, but even that hasn't been without a bit of drama. This was out of place with Apple's vision of its TV arm, which now has shows in development with Oprah Winfrey and Jenifer Aniston among others.