Apple Inc.’s on-again, off-again plans to launch a paid streaming video service to compete with Netflix Inc. is apparently on again but with a twist: It’s already censoring content before launching to avoid upsetting people.

First reported Saturday by The Wall Street Journal, Apple is alleged to have killed “Vital Signs,” a series from hip-hop star and producer Dr. Dre for the (presumably) under-development streaming service because it features violence, drugs and sex scenes.

To be more specific, the report claims that the series included scenes where people were snorting cocaine, drawing guns on each other and, for the hat trick, showing an orgy featuring the main characters: the ’80s and early ’90s in a nutshell.

Although that sounds like an average Netflix series, the report said Apple Chief Executive Officer Tim Cook (pictured) personally intervened and canceled the series as he, and by extension Apple, are concerned that “edgy content” may jeopardize its consumer products sales.

The Dr. Dre series is apparently not alone in being targeted by Cook. A drama based on a morning news show starring Jennifer Aniston and Reese Witherspoon, for which Apple is paying $12 million per episode, allegedly was also partially rejected because of edgy humor and not being “upbeat” enough.

In addition, a show from Whitney Cummings about the #MeToo movement was allegedly canceled because it was about a sensitive topic, while Apple requested that a show from director M. Night Shyamalan remove crucifixes from characters’ homes because they may offend non-Christians.

Show developers have apparently been told that violence and gratuitous nudity will not be accepted in shows and that new shows under development must align with Cook’s personal tastes, which are claimed to be family-friendly shows such as “Madame Secretary” and “Friday Night Lights.”

Although Cook’s concerns might arguably be a bit extreme, they also could be well-founded. Apple was the first company in history to have a $1 trillion market cap and remains the world’s largest company thanks to its ability to make massive profits from its products. It doesn’t lead by market share in any of its range, but it leads in profitability and has done so by curating products for customers regardless of their politics, religion, race or beliefs.

Netflix, as the dominant market leader, risks nothing, despite the occasional boycott calls, in releasing content that may upset some people. Amazon.com Inc., the market leader in e-commerce, likewise has no issues either because there are no simple alternatives, but Apple’s consumer range is only a PC and Android device away from coming undone.

Apple is presumably looking at a streaming service as a way to continue to increase profits, but at the same time, it may decide it’s better to stay well away.

Photo: iphonedigital/Flickr