Netflix, Disney, HBO Step Aside: A New Contender Suddenly Emerges
Popular streaming services like Netflix, HBO Max, Disney+, and Amazon Prime appear to need to prepare for a new challenger. Apple, which has been better known as a consumer electronics manufacturer (iPhone, iPad, Mac), plans to aggressively boost its streaming service business in the future.
John Ternus, who has been appointed as the new CEO of Apple, affirmed his commitment to continue driving the entertainment business of the Cupertino-based tech giant when he officially takes the helm this September. This move reinforces Apple’s manoeuvres since 2019 to aggressively penetrate the entertainment industry through its Apple TV+ streaming service. To date, this business line has proven successful in achieving various accolades, from the film ‘CODA’ winning the Oscar for Best Picture, the blockbuster film ‘F1’, to Emmy Award-winning series such as ‘The Studio’ and ‘Ted Lasso’. In an effort to strengthen its brand identity, Apple even dropped the ‘+’ sign and officially adopted the name Apple TV last year.
‘I think we have incredible momentum at Apple TV right now. There are so many great shows, characters, and stories, so we’re going to keep building on that momentum,’ Ternus told Reuters on the sidelines of the season four premiere of ‘Ted Lasso’, as quoted on Tuesday (28/7/2026). On the same occasion, current Apple CEO Tim Cook stated that he is sharing strategic views on the entertainment business as part of the leadership transition process. ‘Our role [at Apple] is to be the best. That is our path. We are not focused on having the highest quantity [of films and TV series] like other companies. Instead, our focus is on presenting the best, and I feel we have truly found the right rhythm,’ Cook said.
Furthermore, Cook revealed the possibility of new partnerships in the entertainment industry as long as the company can provide added value and unique innovation. One clear example is Apple’s collaboration with Formula 1 racing. To produce the film ‘F1’ starring Brad Pitt, Apple designed a special camera to give viewers the sensation of being inside a racing car cockpit. Not only that, the broadcasting rights for F1 races are now held exclusively by Apple TV in the United States, complete with the integration of leaderboard features and information updates on Apple News. ‘We will take steps in areas where we can deliver something unique and innovate in ways that others cannot. We are very pleased with the F1 achievements and the viewership numbers we have received. So, opportunities for similar things are very open in the future,’ Cook added. Previously, Apple Senior Executive Eddy Cue also emphasised that the company’s strategic direction is to present ‘better and more’ TV shows and films, both for the streaming service and theatrical release.