Apple utilized its WWDC highlight this week to go beyond merely discussing software. At a certain point in the keynote, the company revealed a swift-paced sizzle reel showcasing what’s set to arrive on Apple TV+ this summer and beyond — a teaser that’s also available for viewing on YouTube, providing everyone a glimpse of Apple’s streaming aspirations that extend for at least the upcoming months.
The montage jumps straight in with no introductory remarks, beginning with rapid cuts of returning favorites like *The Morning Show* and *Slow Horses* — two of the platform’s most acclaimed dramas — before shifting to fresh content. Among the titles highlighted: Jason Momoa’s new show *Chief of War*, along with star-studded Apple-supported feature films like *The Lost Bus* and *Highest 2 Lowest*. Each receives only a fleeting moment of screen time, but the message is unmistakable: Apple aims to capture your attention week after week.
Indeed, the sizzle reel features a daring assurance (“*New Releases Every Week*”) that signifies a move toward regularity. For a service frequently critiqued for gaps between its major releases, that assurance hints at a more assertive stance on programming.
This revitalized energy also arrives at a pivotal time for Apple TV+. The service, which debuted in late 2019, has faced challenges in consistently achieving culturally significant hits, often prioritizing prestige over mass appeal. When Apple content does make an impact, it tends to make a *big* splash — akin to hits like *Ted Lasso*, *The Studio*, and *Severance*. Fortunately, for those who continue to be avid supporters of the platform, 2025 has started to show signs of growing momentum.
The forthcoming Formula 1 film *F1*, featuring Brad Pitt, is already generating significant excitement following early screenings. *The Lost Bus*, a drama inspired by actual events from real-life California wildfires, marks Matthew McConaughey’s first leading role in years. Moreover, *Slow Horses* will be returning soon — reintroducing its familiar blend of espionage, dry humor, and chaotic MI5 dysfunction that has made the show one of Apple TV+’s most reliably popular offerings.
What’s evident from the streamer’s summer preview is that Apple is more focused on establishing a reputation for quality, consistency, and ambition rather than striving to be the largest streamer. Whether this strategy will attract more subscribers remains to be seen — but at the very least, it signals that Apple TV+ is committed to playing the long game.
