Apple is doubling down on its entertainment ambitions as incoming CEO John Ternus has pledged to build on the company’s growing success in film and television when he officially takes over leadership of the tech giant in September.
Speaking at the premiere of the fourth season of Ted Lasso, Ternus said Apple is encouraged by the performance of its streaming platform and intends to continue investing in high-quality content.
Standing alongside outgoing CEO Tim Cook, Ternus praised the momentum Apple has built in entertainment, highlighting the growing catalogue of acclaimed series and films that continue to attract viewers around the world.
Cook reiterated that Apple’s strategy is not to produce the largest library of content but to focus on delivering premium entertainment that stands out for its quality.
Since launching its streaming service in 2019, Apple has earned critical acclaim through award-winning productions such as CODA, Ted Lasso, The Studio and the blockbuster racing film F1.
Apple says its advantage lies in combining storytelling with technology.
One example is its partnership with Formula 1, where the company developed custom-built cameras for the film F1 to create immersive in-car racing perspectives for audiences. The collaboration has also expanded to exclusive Formula 1 broadcasts in the United States through Apple TV, alongside race coverage across Apple’s news and digital platforms.
Cook said the company remains open to future partnerships where it can contribute unique technology and innovation rather than simply acquiring more content.
Apple executives say the company plans to continue expanding its entertainment offering with more original films and television series for both streaming and cinema audiences.
Senior executive Eddy Cue recently said the company’s long-term goal is to provide audiences with more high-quality programming while maintaining the premium standards that have become synonymous with the Apple brand.
As Ternus prepares to assume leadership, Apple appears determined to strengthen its position as a major player in the global entertainment industry by blending world-class storytelling with cutting-edge technology.
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