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- Apple’s incoming CEO John Ternus says company will expand entertainment business
Apple’s incoming CEO John Ternus says company will expand entertainment business
Apple’s incoming CEO, hardware chief John Ternus, has committed to expanding the tech giant’s entertainment footprint when he officially takes the helm of the iPhone maker in September. Speaking on the red carpet at the fourth season premiere of “Ted Lasso” this week, Ternus highlighted the company’s streaming trajectory alongside outgoing CEO Tim Cook, news agency Reuters reported.“I think we have such tremendous momentum right now in Apple TV. 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 told Reuters.
Apple to focus on ‘quality over quantity’ strategy
Apple first launched its original TV series and films through Apple TV+ in 2019, securing major hits including the Oscar-winning film “CODA,” the box-office success “F1”, and acclaimed series such as “The Studio” and “Ted Lasso”. Last year, the company rebranded the service by dropping the ‘plus’ sign, renaming it simply Apple TV.Meanwhile, Cook noted that he is actively sharing insights about the entertainment industry as part of the leadership transition. Cook reiterated that Apple’s core strategy will remain focused on prestige content rather than volume.“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 explained.
Apple to leverage hardware and unique partnerships
Cook highlighted that Apple remains open to future media partnerships, provided the company can bring unique technological innovations to the deal. He cited Apple’s broad partnership with Formula 1 as a prime model.Apple engineered custom camera systems for the Brad Pitt feature film “F1” to capture immersive racing footage while during the same time, F1 races started streaming exclusively on Apple TV in the US. Apple provides real-time leaderboards, updates and race coverage integrated directly into Apple News and companion 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. 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,” Cook said.The executive transition comes shortly after senior Apple executive Eddy Cue signaled that the company aims to deliver “better and more” films and TV shows across both streaming platforms and traditional cinemas in the coming years.
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