Apple’s incoming chief executive John Ternus has pledged to build on the company’s growing success in entertainment, signalling that expanding Apple TV will remain a priority after he takes over from Tim Cook in September.
Speaking at the premiere of the fourth season of Ted Lasso in Los Angeles, Ternus said Apple had built strong momentum since launching its original streaming service in 2019.
“I think we have such tremendous momentum right now in Apple TV.
“There’s so many amazing shows, so many amazing characters and stories, and so we’re just going to keep building on the momentum,” he told Reuters.
Apple has steadily expanded its entertainment business with Oscar-winning film CODA, box office hit F1 and Emmy-winning series including Ted Lasso and The Studio. Last year, the company also rebranded its streaming platform from Apple TV+ to Apple TV.
Cook said Apple would continue prioritising quality over volume as it grows its entertainment portfolio.
“Our role is to be the best. That’s our lane.
“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.”
He added that Apple remains open to partnerships where it can offer unique technology, pointing to its collaboration with Formula 1, which included custom cameras for the F1 film and exclusive race coverage on Apple TV in the US.
“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.
Reuters
