For years, a widely held notion about Apple TV+ has been that the platform isn’t really intended to rival Netflix or Disney+, but instead is just another means of keeping users within Apple’s ecosystem. Even if Apple doesn’t profit from streaming, it’s seen as beneficial in the long term if the streaming hub for Ted Lasso and Severance aids in selling additional iPhones or prevents users from migrating to other services.
Apple CEO Tim Cook, however, aims to dispel that notion.
In a recent interview with Variety promoting the company’s forthcoming Formula 1 movie featuring Brad Pitt, Cook tackled the prevalent assumption that Apple TV+ is mainly an ecosystem strategy. “I don’t have it in my mind that I’m going to sell more iPhones because of it,” he stated. “I don’t think about that at all. I think about it as a business.”
Apple TV+ is not merely a side project for Apple
Cook further described Apple TV+ as a well-thought-out investment in storytelling, rather than a ploy to boost hardware sales. “We studied it for years before we decided to do [Apple TV+],” he mentioned. “I know there are many different opinions regarding why we’re involved in it. We’re in it to tell exceptional stories, and we aspire for it to be a successful business as well. That’s our focus, plain and simple.”
This might come as a shock to some analysts and observers, particularly considering the estimated billion-dollar annual losses tied to Apple’s streaming efforts (if it’s incurring such steep losses, it doesn’t seem like a “great business,” does it?). Nonetheless, Cook’s remarks highlight a fundamental belief that views the streaming service as a carefully curated brand extension, prioritizing quality and ambitious ventures.
In line with this: At Apple’s WWDC event this week, the company introduced a sizzle reel showcasing what’s on the horizon for TV+ this summer and beyond — in addition to making an audacious promise: “New releases every week.” The footage, which you can view below, hints at returning favorites like Slow Horses and The Morning Show, alongside exciting new titles like The Lost Bus (featuring Matthew McConaughey) and Highest 2 Lowest.
I’ve reiterated this point in numerous posts, but it’s worth stating again. While Apple TV+ hasn’t consistently dominated the cultural discourse, when the platform does make an impact, it tends to resonate strongly: Consider shows like Ted Lasso, Severance, The Studio, and Slow Horses. Meanwhile, anticipation surrounding the forthcoming F1 film indicates it could become Apple Original Films’ most significant success to date. There’s a lot on the horizon to be excited about.
