Then Tuesday happened.
As Emmys voters announced their 2020 nomination choices, Disney Plus was surprisingly placed in the most elite of television company: Its Star Wars origin series “The Mandalorian” was nominated for the Emmys’ top prize of outstanding drama series, defying the predictions of an army of pundits and consultants.
And Apple, which spent a whopping $150 million to produce the TV-world drama “The Morning Show” and was thought a lock for outstanding drama? It ended up shut out from the category, startling those same pundits and consultants.
The developments underscore how streaming has upended the old rules of television and its line between prestige and commercial entities. Maybe even more important, they threw curveballs to two of America’s most prominent companies.
At a time of darkness for Disney, its movies out of theaters and theme parks embattled, the conglomerate was granted a major gift: a place at the table at television’s most exclusive club and a chance to bill its heavily capitalized streaming service as more than just a destination for Disneyheads.
For Apple, on the other hand, the news was a harsh and potentially strategy-changing reminder that the money and brand ubiquity that have helped it dominate the tech sector aren’t