Apple Inc.‘s (NASDAQ:AAPL) incoming CEO John Ternus said he plans to build on the company’s growth in entertainment services when he takes over leadership of the iPhone maker in September.
On Tuesday, speaking on the red carpet at the premiere of the fourth season of Ted Lasso, Ternus told Reuters that Apple TV is gaining strong momentum with a growing lineup of successful shows, compelling characters, and engaging stories.
“So we’re just going to keep building on the momentum.”
Current CEO Tim Cook added to the enthusiasm and said that Apple’s entertainment approach is centered on quality over quantity. "We’re not about the most… We’re about the best," he said.
Cook said Apple would consider future entertainment partnerships where it can offer unique expertise, citing its collaboration with the Formula 1 racing league as an example.
“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 stated.
Apple Pushes Deeper Into Entertainment
Apple entered original streaming content in 2019 with Apple TV+, finding success through award-winning films and popular series, including Oscar winner "CODA," blockbuster "F1," and Emmy-winning shows like "The Studio" and "Ted Lasso." Last year, Apple rebranded the service to Apple TV.
For the "F1" movie, Apple developed custom cameras to deliver an immersive race-car experience for viewers. The company has also expanded its Formula 1 presence by streaming races on Apple TV in the U.S. and providing race data, leaderboards, and updates across its platforms.
In June, Apple executive Eddy Cue told Reuters that the company plans to produce more and better TV shows and movies for its streaming service and theatrical releases, signaling a continued push to expand its entertainment offerings.
“We want to keep getting better and more,” Cue said. Writers are developing the script for a sequel to “F1”, he said, as the Brad Pitt racing drama earned more than $634 million worldwide at the box office.
Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.
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