Tim Cook is reportedly concerned about the inclusion of adult content in Apple's burgeoning offering of original programming, and objected to scenes of sex and drug use in a commissioned biopic of rapper and producer Dr Dre.
According to the Wall Street Journal, Apple has made it clear to those in the entertainment industry it wants high-quality shows with no "gratuitous sex, profanity or violence". The show, a dark, semi-biographical tale of hip hop artist Dr. Dre, featured characters doing lines of cocaine, an extended orgy in a mansion and drawn guns.
Apple's streaming service was originally due to be released later this year.
Apple's team has referred to itself as an "expensive NBC". When it is unveiled, there will be plenty of family-friendly content, like a series about poet Emily Dickinson and a Friday Night Lights-style drama about basketball star Kevin Durant.
Also, while opting for family-friendly content may open up the service's audience, this approach could limit the amount of control creators have over their own content. Apple's restrictions have already caused entire shows to be rewritten.
Apple brass wanted crucifixes removed from the main couple's home and didn't want the storyline to veer into anything religious, The Wall Street Journal reported.
The company reportedly stepped away from a #MeToo-inspired series featuring Whitney Cummings, while spending top dollar for a series featuring Jennifer Aniston and Reese Witherspoon.