Incoming Apple, CEO John Ternus, says he is committed to building on the company’s momentum in the entertainment business when he takes the helm from Tim Cook on September 1st.
Apple began offering original TV series and films through the Apple TV streaming app in 2019 and has found success with 2022 Best Picture winner Coda, Brad Pitt-fronted blockbuster F1: The Movie and TV shows such as Severance, The Morning Show, The Studio and Ted Lasso.
“I think we have such tremendous momentum right now in Apple TV,” Ternus told Reuters. “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 stood next to current CEO TCook, who said he is sharing his insights about the entertainment business 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.”
He said they could for more tie-ups where it could work. For the aforementioned F1 movie, Apple built custom cameras to help make audiences feel like they were inside a race car. F1 races are now shown exclusively on Apple TV in the US, and the company provides leaderboards, updates and other coverage on Apple News and other apps.
“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 added. “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.”
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