Early checkups for Morning show were not exactly positive, and executive producers Carrie Echrin and Mimi Ledger believe that much of the feedback was "an attack on Apple."
"When those reviews came in, I didn't know what kind of show they were watching," Ledder said during a talk at Code Media in Los Angeles. "I thought they were nuts. I thought there were a lot of Apple haters who just wanted Apple to fail. The reviews felt like an attack on Apple.
Both Leder and Echrin felt like critics to consider Apple TV Plus as a service and enter Morning show with those criticisms. When Apple TV Plus launched on November 1, it arrived with nine shows and originals. Four of them were very popular with Apple and these were the critics who focused on: Morning show, Dickinson, Take a look, and For all mankind. While Morning show was not considered as negative as Take a look, was not the critical gladness that Apple might have hoped it would be.
Many publications, including Threshold, conducted individual screenings of the show and more analysis of the arrival of Apple TV Plus in the broadcast wars. Both Leder and Echrin felt like critics were disappointing with the two, claiming that critics were looking at all Apple TV Plus instead of just Morning show. Ledder claims it is "not fair", adding "the good news is that people love the show."
"When you look at reviews, they see it from a business perspective, [like] "What is Apple doing?" Echrin said. "Something is separate from us."
Neither Ledger nor Echrin talked about how many people were watching Morning show, noticing that Apple didn't give them any information. Instead, Echrin noted that while he could not give a number, Apple executives were "very happy for them". Recent report by The Hollywood Reporter suggested that all four shows saw millions of streams and that Apple executives were "thrilled by the early performance of all four shows". All four shows are also renewed by Apple for a second season.
It's also worth noting that although Apple's original series may not perform well with critics, the audience disagrees. Morning show 95 percent of rotten tomatoes are found, and Leder claims that is what really matters.
"People want it, and we want it," she said. "This is important."