Apple’s incoming CEO John Ternus has said he intends to build on the company’s growing success in entertainment when he officially takes over leadership of the iPhone maker in September.
His comments highlight Apple’s continued focus on expanding its original film and television content.
Apple entered the streaming market in 2019 with original movies and TV series through Apple TV, producing award-winning titles including the Oscar-winning film CODA, blockbuster F1, and Emmy-winning series such as The Studio and Ted Lasso. Last year, the company rebranded the service by dropping the “Plus” from Apple TV+.
Speaking to Reuters at the premiere of the fourth season of Ted Lasso, Ternus said Apple has built strong momentum in entertainment and plans to continue investing in compelling stories and original programming.
Current CEO Tim Cook, who is overseeing the leadership transition, said he has been sharing his experience in the entertainment business with Ternus. Cook emphasized that Apple’s strategy is to focus on quality rather than volume, aiming to create the best content instead of the largest library.
Cook also said Apple remains open to partnerships where it can bring unique technology and innovation. He highlighted the company’s collaboration with Formula 1, where Apple developed custom cameras for the F1 movie to deliver an immersive in-car viewing experience. In the United States, Formula 1 races are streamed exclusively on Apple TV, with additional race coverage available through Apple News and other Apple services.
According to Cook, Apple will continue pursuing projects where it can offer distinctive experiences that set it apart. Last month, senior Apple executive Eddy Cue also told Reuters that the company’s goal is to deliver better and more television shows and films across both streaming platforms and cinemas.
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