Apple Canada says its streaming platforms are helping Canadian and Indigenous creators reach wider audiences, both at home and internationally.
The comments were made during opening remarks at a CRTC hearing today on June 26 in Gatineau, Quebec, as part of a consultation on the future of Canada’s broadcasting system that has been going on since last week.
James Maunder, Apple’s Head of Government Affairs for Canada, said the company’s platforms support local content in various ways, and that “technological developments…democratize Canadians’ access to content, and incentivize healthy competition among industry players.”
Apple’s appearance focused largely on how its services—Apple TV+, Apple Music, and the Apple TV app—promote Canadian creators.
For example, Apple TV+ has filmed major productions in Canada, including the series Pachinko and Invasion. Maunder noted that Season 3 of Invasion was filmed entirely in Vancouver with “98% of the production personnel identifying as Canadian.”
The Apple TV app also features content from Canadian partners, naming specifics such as CBC Gem, Crave, TSN, and APTN. Maunder said the company offers dedicated spaces to highlight Canadian-made and Indigenous programming, including a section called Indigenous Voices: Front & Centre and a permanent Made-Nous collection.
Apple said that its editorial team in Toronto and Montreal collaborates with Canadian artists and labels. “We are consistently delivering opportunities to promote the incredible music coming out of our country to music fans in Canada, and around the world,” said Mike Lawless, Apple’s Head of Music and Podcasts in Canada.
Apple Music also streams over 100 Canadian radio stations through its “Local Broadcasters” section and has worked with artists like SNRK and Karan Aujla to help grow their global fan bases.
In closing remarks, Maunder said Apple shares the CRTC’s goal of building a sustainable broadcasting system. “We believe that acknowledging the innovative and creative ways that we make this content discoverable every day will lead to the best outcomes for Canadian audiences, Canadian broadcasters, Canadian creators, and the system as a whole.”
Back in March, Apple replied to the CRTC regarding its proposed streaming rules, criticizing calls to mandate things like priority carriage, Canadian content quotas, or funding obligations for streamers, calling them out of scope and incompatible with how the internet-based content market works. It also warned that regulating app platforms or devices—like smart TVs or the Apple TV box—is beyond the CRTC’s authority.
Apple TV+ costs $12.99 per month in Canada and is available bundled with Apple One tiers as well.
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