Apple’s incoming chief executive, John Ternus, has pledged to build on the company’s growing momentum in the entertainment sector when he takes over leadership of the iPhone maker in September, signalling continuity in Apple’s strategy of expanding its presence in streaming television and film.
Speaking to Reuters on the red carpet at the premiere of the fourth season of “Ted Lasso”, Ternus said the company’s entertainment division had reached a strong position and would continue to grow under his leadership. Standing alongside current Chief Executive Tim Cook, he highlighted the strength of Apple’s catalogue and its creative output.
“I think we have such tremendous momentum right now in Apple TV,” Ternus told Reuters. “There’s so many amazing shows, so many amazing characters and stories, and so we’re just going to keep building on the momentum.”
Apple entered the original entertainment business in 2019 with the launch of its streaming service, introducing original television series and films through the Apple TV+ app. The company has since achieved notable recognition with productions including Oscar Best Picture winner “CODA”, the box-office success “F1”, and Emmy-winning series such as “The Studio” and “Ted Lasso”.
Last year, Apple simplified the branding of the service by dropping the plus sign and renaming it Apple TV, reflecting the evolution of its streaming platform as it continues to expand its portfolio of original content.
The comments from Ternus came as Apple prepares for a leadership transition in September, with Cook confirming that he has been sharing his experience in the entertainment business as part of the handover process. The remarks suggest that the company’s approach to film and television will remain a strategic priority under its next chief executive.
Cook reaffirmed that Apple’s entertainment ambitions are centred on quality rather than scale, distinguishing the company’s approach from rivals competing for larger libraries of content.
“Our role is to be the best. That’s our lane,” Cook said of Apple’s entertainment strategy. “We’re not about the most. There are … other companies that do that. But we’re about the best, and I feel like we really hit our stride in providing that.”
Beyond producing original films and television programmes, Cook said Apple remains open to partnerships where it believes it can contribute distinctive technological expertise. He pointed to the company’s collaboration with the Formula 1 racing league as an example of how Apple combines entertainment with innovation.
For the Brad Pitt film “F1”, Apple developed custom cameras designed to give audiences the sensation of being inside a race car. The partnership also extends beyond filmmaking, with Formula 1 races now shown exclusively on Apple TV in the United States. Apple further supports coverage through leaderboards, race updates and additional content available across Apple News and other company applications.
“We’ll do things that we can bring something unique to, where we can innovate in a way that others might not be able to,” Cook said. “I feel like we’re really doing that with F1. We’re so excited about how we’re doing there and the viewership numbers that we’re getting. So more things like that would be possible.”
The emphasis on innovation and carefully selected partnerships aligns with Apple’s broader entertainment strategy as it continues to develop its streaming business. Rather than pursuing the largest catalogue of programming, the company has consistently presented its focus as delivering premium productions supported by technology that enhances the viewing experience.
The latest comments also reinforce Apple’s commitment to expanding its entertainment offerings. Last month, senior Apple executive Eddy Cue told Reuters that the company’s objective was to provide “better and more” television shows and films across both streaming and cinema releases, underlining Apple’s continuing investment in original content as leadership prepares to pass from Cook to Ternus.
