As Apple TV+ sets its line-up, one thing is clear: The less-is-more approach sort of works.
Other streamers are into more-is-more, the scheme that propelled Netflix. They spend billions and run up huge deficitts, to assemble lots of subscribers worldwide. Various reports put Netflix at 223 million subscribers, Amazon Prime at 200 million, Disney+ at 164 million and HBO Max at 77 million.
By comparison, Apple has fewer viewers (34 million last year) and fewer shows. But many of those shows have made an impact; they’re led by the Emmy-winning “Ted Lasso” and the much-praised “Schmigadoon” (shown here), “Severance” and “The Morning Show.”
Now Apple has announced that “Schmigadoon” will return April 7 and “Lasso” will be back sometime this spring. Meeting with the Television Critics Association, it set these dates:
— Jan. 20:”Truth Be Told” starts its third season, this time with a topical approach: Instead of merely doing a crime podcast, its protagonist (Octavia Spencer) push for more effort to find young Black women who are missing.
— Jan. 27: “Shrinking” ia a clever comedy/drama that has Jason Segel as a therapist who manages to help other people while his own life crumbles. Harrison Ford – yes, Harrison Ford – plays his mentor and boss, startled by some unconventional methods.
— Feb. 3: “Dear Edward” focuses on a 12-year-old who was the sole survior of a plane crash that killed his parents. He adjusts to national attention; his aunt adjusts to becoming a substitute parent.
— Feb. 17: “Hello Tomorrow” looks, at first, like the movie “Don’t Worry Darling.” Its vision of the future is a sort of idealized 1950s, mixed with cheery robots and personal rocket packs. Within that splendid setting, Billy Crudup plays a slick talker who’s selling homes on the moon.
— Feb. 24: “Reluctant Traveler” relishes its reluctance. Eugene Levy says he really prefers to stay at home; now he has a travel show, including ice fishing in Finland.
— March 17: “Extrapolations” brings an epic approach to climate change, leaping between decades as the change alters lives. It also takes an expansive role to its casting, with movie stars – Mere Streep, Edward Norton, Keri Russell, Diane Lane, etc. — taking small roles in support.
— April 7: “Schmigadoon” is back, with a sharp twist. In the first season (shown here), a couple (Cecily Strong and Keegan-Michael Key) stumbled into a world where people acted like they were in ‘40s/’50s musicals, often breaking into song. Now comes an equally intriguing spin – musicals of the 1970s and ‘80s, with a dark, dour perspective Most of the previous people return, including Ariana DeBose, who became an Oscar-winner in the interim.
— April 14: “The Last Thing He Told Me” has a mom (Jennifer Garner) and her teen step-daughter search for the missing husband/dad.
— April 28: “The After Party” returns. Again, a wary detective (Tiffany Haddish) arrives to solve a murder. Each episode – often in a distinct style — offers one person’s version of what happened.
— May 12: “City on Fire” goes back to New York City at its low point. When a body is found in Central Park, suspects abound; so do fears and accusations.
— ALSO: Three shows weren’t given specific start dates. One is new: “The Big Door Prize” (this spring) has a small town being jolted by a machine that claims it can tell people their highest potential. And two are returning: “Swagger” (June) follows a basketball superstar in high school; “Ted Lasso” (spring) has Jason Sudeikis as the country-smart American football coach, leading a soccer team in England.