This Hollywood Reporter take on Apple TV+ is entertaining, messy, and an excellent read. Though I take every word with a grain of salt, the overall writeup rings true for me.

A few tidbits:

The tech giant outbid Netflix for a soapy morning-show drama that would mark Jennifer Aniston’s return to television. Based loosely on the Brian Stelter book Top of the Morning, the series was to be the flagship for an ambitious new streaming service.

But by that fall, producers were starting to panic. They had only just received the first script from writer and first-time showrunner Jay Carson. Meanwhile, the morning TV landscape was being upended by NBC’s ouster of Matt Lauer over sexual misconduct allegations, and it was becoming clear that the #MeToo movement would need to factor into the plot. Apple, producer Media Res, Aniston and co-star/producer Reese Witherspoon began to ponder making a showrunner change as the early script, sources say, didn’t match the standards of those involved. The group then began to look for a more experienced showrunner — and, in success, a writer who could pen a woman’s experience.

And:

Drive down Washington Boulevard through Culver City and it becomes clear Apple is taking its entertainment pursuit seriously. Construction is underway on a sleek, glass-enclosed office building that will house Erlicht and Van Amburg’s Worldwide Video team, which will make up a significant portion of the 1,000 or so workers Apple expects to employ in the neighborhood by 2021.

And:

While showrunner departures are common — especially with straight-to-series orders increasingly frequent at streamers and upstart outlets — some within the creative community attribute Apple’s early hurdles to its lack of Hollywood savvy. “It’s an interesting place because there’s no history or precedent,” notes one lit agent. “They have no systems in place. Two guys who ran a studio are now effectively running a network. They’ve built a collection of executives who individually are great but are working together for the first time.” Adds one top producer who has worked with the company: “The biggest problem is Apple’s insistence that the industry adapt to them and not the other way around.”

Kitsis doesn’t agree. “While they’re a new network, they’re really not,” he says. “Meaning, from top to bottom, everyone we dealt with was a pro with tons of studio and/or network experience. Some of whom we had actually worked with back in our ABC days, so there was an immediate comfort level for us.”

Lots, lots more. If you’re interested in the “how the sausage is made” side of Apple TV+, this is a great read.