LOS ANGELES, July 27 - John Ternus, Apple’s incoming chief executive and current head of hardware, said he intends to continue expanding the company’s progress in entertainment when he assumes the top role in September.
Apple began offering original television series and films through its Apple TV+ streaming app in 2019. The company has seen notable success with a range of productions, from the Oscar best picture winner "CODA" and the Brad Pitt-led film "F1" to Emmy-winning series such as "The Studio" and "Ted Lasso." Last year the company removed the plus sign and rebranded the service as Apple TV.
Speaking on the red carpet at the premiere of "Ted Lasso" season four, Ternus described the company’s position in entertainment as strong and something he plans to extend. "I think we have such tremendous momentum right now in Apple TV," he told reporters. "There’s so many amazing shows, so many amazing characters and stories, and so we’re just going to keep building on the momentum."
Ternus appeared alongside the current CEO, Tim Cook, who said he has been sharing his experience in the entertainment business as part of the leadership transition. On Apple’s strategy in the sector, Cook said: "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."
Cook also indicated Apple is open to partnerships where it can contribute distinct expertise, citing the company’s arrangement with the Formula 1 racing league as an example. For the Brad Pitt film "F1," Apple built custom cameras intended to make viewers feel like they were inside a race car. In the United States, F1 races are presented exclusively on Apple TV, and Apple supplements the broadcasts with leaderboards, updates and additional coverage delivered through Apple News and other apps.
Cook described Apple’s approach to such projects as selective and innovation-driven. "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," he 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."
Separately, senior Apple executive Eddy Cue told reporters last month that the company aims to offer "better and more" television shows and films for streaming and theatrical release.
This commentary comes as Apple prepares a leadership transition that will place a hardware-focused executive at the company’s helm while maintaining continuity in entertainment strategy, according to the company’s public remarks. Executives emphasize a focus on selective, high-quality content and on opportunities where Apple’s technical and product capabilities can add distinctive value to programming and live sports coverage.