“The biggest adventure you can ever take is to live the life of your dreams.”- Oprah Winfrey
On June 15th, Apple formed a multi-year production partnership with Oprah Winfrey, the media tycoon. The two are joining forces to collaborate on content for Apple’s upcoming subscription based streaming service. It is currently unknown what Oprah will be producing, but Apple stated that, “Together, Winfrey and Apple will create original programs that embrace her incomparable ability to connect with audiences around the world.”
This partnership is a huge win for Apple because Oprah brings to the table her dedicated fan base. This phenomenon goes by the name of the “Oprah Effect”. The Oprah Effect is when any product associated or endorsed by Oprah Winfrey see a huge boost in sales. For instance, after Oprah Winfrey bought 10% of Weight Watcher stock, more than 600,000 members joined the program. Apple looks to carry over this trend to their new service with hopes that Oprah’s huge audience will start watching the new streaming service.
Oprah’s partnership is a drop in the bucket compared to Apple’s approximately one billion dollar investment into its streaming service. With decreasing iPhone sales, Apple hopes that this streaming service will be a home run for them. However, it is going to be competing against companies putting in more than triple the amount of investment into their streaming services, such as Netflix who just acquired former President Obama.
Following the announcement, Apple’s stock gained.