Apple helped redefine the modern world when it introduced the iPhone to consumers in 2007, but the company’s latest innovation in the form of a streaming service is drawing criticism – including from the tech company’s own employees. Apple has prepared an impressive $1 billion war chest to vie for the attention of streaming customers everywhere, but reports that it’s beginning to censor raunchier and more riveting content have already begun to bite into the company’s latest offering.

According to Forbes, Apple CEO Tim Cook grew concerned after viewing the company’s first scripted drama, “Vital Signs,” thanks to gratuitous violence and the inclusion of sex and drugs in the show.

The company ultimately shelved the program based on the life of Dr. Dre, evidently due to the fact that the company feared that consumers would revolt after seeing the content.

The company drew criticisms for its decision to pull the show on the basis of its gratuitous displays of a fast-and-loose lifestyle, and complaints weren’t only coming from Apple’s critics. Apple’s new streaming service is evidently so bland and unenticing that the company’s own employees are derisively labeling it expensive NBC.

An unimaginative service

Los Angeles-based workers for the world’s largest tech company tore into the streaming service as unimaginative and less-than-riveting at best, decrying what they saw as over-censorship which ultimately detracted from the quality of the content in question.

Sources with experience in the industry noted that Apple's family-friendly brand, which is dependent on consumers regularly scooping up new products as they hit the shelves, could have been endangered by the inclusion of raunchy content as part of its streaming service.

Negative publicity and public concern

Apple’s concerns about consumer backlash over a new product have translated into a censorship campaign that saw the removal of swear words from television shows and the editing of older movies like “Planet of the Apes” to make them more appetizing to a family-based audience.

Despite the fact that employees are evidently unhappy with some of the changes to programming when it comes to the streaming service, Apple is still plunging ahead with its billion-dollar enterprise in hopes of capturing a greater share of the rapidly growing streaming market. How successful that family-friendly approach is remains to be seen, however.