Apple (NASDAQ:AAPL) incoming chief executive John Ternus said he intends to build on the company’s recent success in film and television when he takes over leadership of the iPhone maker in September.
Apple entered the original content market in 2019 with the launch of its Apple TV+ streaming service, producing a growing catalogue of award-winning films and television series. Since then, the company has enjoyed success with the Oscar-winning film “CODA,” the box-office hit “F1,” and acclaimed series including “Ted Lasso” and “The Studio.”
Last year, Apple rebranded the platform, removing the plus sign and renaming the service Apple TV.
Ternus Sees Strong Momentum for Apple TV
Speaking to Reuters at the premiere of the fourth season of “Ted Lasso,” Ternus expressed confidence in the direction of Apple’s entertainment business.
“I think we have such tremendous momentum right now in Apple TV,” Ternus told Reuters on the red carpet.
“There’s so many amazing shows, so many amazing characters and stories, and so we’re just going to keep building on the momentum.”
Tim Cook Highlights Apple’s Quality-First Strategy
Ternus appeared alongside current chief executive Tim Cook, who said he has been sharing his experience of Apple’s entertainment operations as part of the leadership transition.
“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.”
Cook added that Apple remains open to future partnerships where it believes the company can contribute distinctive technology or expertise.
Formula 1 Partnership Demonstrates Apple’s Approach
Cook highlighted Apple’s collaboration with Formula 1 as an example of how the company can differentiate itself in entertainment.
For the Brad Pitt film “F1,” Apple developed custom-built cameras designed to immerse viewers in the experience of being inside a race car. In the United States, Formula 1 races are streamed exclusively on Apple TV, while Apple also delivers race coverage, leaderboards and live updates through Apple News and other services.
“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.”
Last month, senior Apple executive Eddy Cue told Reuters that the company’s objective is to continue offering “better and more” television programmes and films across both streaming platforms and cinemas.
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