Apple CEO Tim Cook Debunks Common Assumption About Apple TV+

For a while now, people have been thinking that Apple TV+ is just a side project for Apple, a way to keep folks inside the Apple ecosystem and maybe sell a few more iPhones along the way. But Apple CEO Tim Cook wants to set the record straight on that.

In a recent interview with Variety to promote an upcoming Formula 1 film, Cook made it clear that Apple TV+ is more than just a gimmick to boost hardware sales. He said, “I don’t have it in my mind that I’m going to sell more iPhones because of it. I don’t think about that at all. I think about it as a business.”

Cook described Apple TV+ as a long-term investment in storytelling. He emphasized that the decision to launch the service was carefully studied over the years and that the goal is to tell great stories and build a successful business around it.

Despite some estimations of substantial annual losses in Apple’s streaming business, Cook believes in the brand value and quality it brings. At the recent WWDC event, Apple showcased a sizzle reel of upcoming content and promised new releases every week. This includes returning favorites like Slow Horses and The Morning Show, as well as exciting new titles like The Lost Bus and Highest 2 Lowest.

While Apple TV+ might not always dominate water cooler conversations, hits like Ted Lasso and Severance have made a big splash when they do. The anticipation around the F1 film suggests Apple Original Films might have a winner on its hands. The bottom line is, Apple isn’t looking at TV+ as just a way to sell more devices. They see it as a standalone business, worthy of investment and patience.

The future looks bright for Apple TV+, and Cook envisions the business eventually standing on its own. So, if you’ve been sleeping on Apple TV+, now might be the time to tune in and see what all the fuss is about. There’s plenty to look forward to!