Apple CEO Tim Cook

Apple CEO Tim Cook has sent a message to Hollywood: we don’t want gratuitous sex or violence on our streaming service, The CNBC.com reports.

This news comes in the wake of Apple spiking Vital Signs, its first scripted original program, because of concerns regarding depictions of sex, violence, and drug use in the script. The show is a semi-autobiographical account of the life of hip hop mogul Dr. Dre.

Cook also replaced the showrunner on a drama starring Jennifer Aniston and Reese Witherspoon, partly due to concerns about the type of humor in the show’s script.

In a report in the Wall Street Journal, staff at Apple have started derisively referring to the “clean” streaming service as “expensive NBC.”

Apple’s concern is apparently that backlash over content deemed profane or gratuitously violent could blow back on their consumer products sales.

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