New Apple streaming service wants to be family friendly

Apple wants its piece of Hollywood to be exclusively G-rated.

The gadget giant is insisting the films and TV shows it bankrolls avoid gratuitous sex, profanity and violence — a prim policy that has its employees tagging Apple’s new video service “expensive NBC,” according to a report.

Chief Executive Tim Cook set the tone more than a year ago when he rejected a show based on the life of hip-hop legend Dr. Dre before Apple made him and partner Jimmy Iovine billionaires by buying Beats Electronics for $3 billion in 2014.

“Vital Signs,” Apple’s first scripted drama, featured Dr. Dre’s character “doing lines of cocaine, an extended orgy in a mansion and drawn guns,” according to a Wall Street Journal report.

The rejection left Hollywood wondering if Apple’s self-imposed constraints will hinder the company’s participation in what the report called “an entertainment land grab.”

Apple, Amazon and Facebook are pursuing video opportunities to strengthen customer relationships, while traditional video providers are bulking up to keep interlopers at bay.

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