Apple still mum on original video strategy more than 1 year in

Apple has posted yet another record breaking quarter in Q3 (Image Nikada / iStockPhoto)
Apple still isn't ready to tell the world about its video plans. (Nikada / iStockPhoto)

More than a year on from hiring two Sony Pictures Television executives to run its original video business, Apple is still being cagey with details about its content strategy.

During Tuesday’s earnings call, Apple CEO Tim Cook once again withheld details on when and how Apple’s original content would become available to consumers.

“As you know, we hired two highly respected television executives last year and they have been here now for several months and have been working on a project that we're not really ready to share all the details of it yet, but I couldn't be more excited about what's going on there and we've got great talent in the area that we've sourced from different places and feel really good about what we will eventually offer,” Cook said, according to a Seeking Alpha transcript.

RELATED: Apple lures away 2 Sony TV executives to lead programming business

Apple’s reluctance to discuss its original content plans continues more than one year after the company hired Jamie Erlicht and Zack Van Amburg to head up it video business.

“Jamie and Zack are two of the most talented TV executives in the world and have been instrumental in making this the golden age of television,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services, in a statement. “We have exciting plans in store for customers and can’t wait for them to bring their expertise to Apple—there is much more to come.”

In March, Cue offered up some cryptic clues about Apple’s video service, revealing that there would be a “surprise” technology angle.

While Apple’s video service is keeping its distribution plans and technology remain under wraps, plenty of content and programming announcements have trickled out. Most recently, Apple signed a multiyear content deal with Oprah Winfrey.

Cook said that part of what is driving Apple to build its own original content strategy is the expanding market for streaming services. He said that Apple has seen 100% year-over-year growth in third-party video subscriptions on its platform.