Kwaye siyaqhubeka sithetha ngokusayinwa kwenkampani esekwe kwiCupertino. Inkonzo yevidiyo yokusasazwa kwe-Apple, ekulindeleke ukuba umhla wokuphehlelelwa kwayo ungaziwa, ibonakala ngathi injalo inxalenye ebaluleke kakhulu yezicwangciso zexesha elizayo ze-Apple, okanye ubuncinci yiloo nto iindaba eziqhubekayo ezinxulumene nale projekthi zibonisa.
Namhlanje, i-Apple ifikelele kwisivumelwano sokudala I-12 yamanqaku asekuqaleni, kunye neenkqubo ezahlukeneyo zikamabonwakude ngu-Oprah Winfrekwaye. Kodwa ukuze kufikelelwe kwizivumelwano nabavelisi bomxholo, abantu abanxulumene ne-audiovisual medium bayafuneka kwaye ukusayina kuka-Apple kwamva nje kuya kwelo cala.
Ngokutsho kwephephancwadi i-Variety, kwaye yaqinisekiswa ngenye yeesithethi ze-Apple, inkampani kaTim Cook uqeshe uKelly Costello njengomphathi weshishini kwaye uya kuba ngomnye wabo bajongene nokufikelela kwizivumelwano kunye neenkampani zemveliso, izikhululo zikamabonwakude kunye nabanye, enika ingxelo ngokuthe ngqo kuPhiliip Matthys, intloko yeqonga levidiyo le-Apple.
UKelly Costello wayesebenza njengo UMongameli oLawulayo wezoShishino kunye neMicimbi yezoMthetho, iVidiyo yeBroadway kwaye wayephethe ukufikelela kwizivumelwano zokudala umxholo ukongeza kuthethathethwano neenkampani zemveliso. Ngaphambili, u-Costello wasebenza iminyaka eyi-7 kwi-Viacom, ephethe izikhundla ezahlukahlukeneyo de abe ngumongameli weshishini kunye nemicimbi yezomthetho yeQela loMculo kunye nokuzonwabisa.
Ngaphambi kokuba uhambe ngeViacom kunye neVidiyo yeBroadway, eCostello wathatha amanyathelo akhe okuqala kwihlabathi le-audiovisual kwi-NBC Universal Television. Ngolu longezelelo, i-Apple ifuna ukuqhubeka nokwandisa inani lothotho, iimuvi kunye neenkqubo zikamabonwakude eziza kubonelela ngenkonzo yayo yevidiyo yokusasaza, inkonzo yokusasaza ividiyo eya kukhutshwa, kwasekuqaleni, ngoMatshi wonyaka ozayo, njengoko iWall Street Journal yabika kwiiveki ezimbalwa ezidlulileyo.