It’s not as if John Ternus was likely to shut down Apple TV, but he has now affirmed that it will continue to develop when he becomes Apple CEO.
If you subscribe to the argument that Apple should be making hardware devices instead of TV shows, you could have expected engineer John Ternus to agree. Or at least that his focus as CEO would be on devices instead of movies.
Speaking at the launch of the new fourth season of “Ted Lasso,” Ternus said all the right things to reassure Apple TV viewers and staff. According to Reuters, he described Apple TV as amazing.
“I think we have such tremendous momentum right now on Apple TV,” he said. “There’s so many amazing shows, so many amazing characters and stories, and so we’re just gonna keep building on that momentum.”
Tim Cook was also at the “Ted Lasso” launch and talked about the aims he has had since the start of the streaming service in 2019. “Our role is to be the best, that’s our lane,” he said.
“We’re not about the most, there are… other companies that do that,” he continued, “but we’re about the best, and I feel like we really hit our stride in providing that.”
Cook also said that the intention with Apple TV is to produce shows where the company thinks it can be unique. “Where we can innovate in a way that others might not be able to,” he said.
Season four of “Ted Lasso” was launched on July 27, 2026, at the Academy Museum in Los Angeles. It’s debut on Apple TV is on August 5, 2026.
