CEO Tim Cook: Apple TV+ Not Intended to Boost iPhone Sales

Apple CEO Tim Cook recently spoke about Apple TV+, emphasizing that the streaming service is all about storytelling and artistic excellence rather than boosting iPhone sales. In a recent interview with Variety, Cook explained that Apple TV+ was launched with a focus on original content, rather than licensing existing shows or movies, as a way for Apple to pour its passion into creating something unique. Cook highlighted Apple’s identity as a toolmaker, providing tools for creative individuals to do things they couldn’t do before. He emphasized that Apple TV+ was created to tell great stories and be a successful business in its own right, separate from Apple’s hardware business.

Apple is preparing to launch “F1: The Movie,” a $200 million production starring Brad Pitt, co-produced by Lewis Hamilton, and directed by Joseph Kosinski, which will be the largest production effort by Apple Original Films to date. Cook expressed excitement about bringing this project to life and incorporating unique Apple touches, such as camera technology developed specifically for capturing high-speed racing scenes. Despite these innovations, Cook stressed that Apple’s focus remains on staying true to its core values of innovation and entertainment, rather than using TV+ as a tool to sell more iPhones.

Looking ahead, Cook mentioned that 2025 will be the first year Apple TV+ will release a full weekly content lineup, unaffected by external factors like the COVID-19 pandemic or industry strikes. This signifies a significant step forward in Apple’s content distribution strategy, reflecting the company’s commitment to delivering high-quality entertainment to its audience.

In summary, Cook’s recent comments underscore Apple’s dedication to creating original, engaging content through Apple TV+ that stands on its own as a platform for storytelling and cultural influence, separate from the company’s hardware sales strategy. This commitment to quality and innovation is evident in Apple’s approach to developing unique content and supporting creators in bringing their vision to life.