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Apple, traditionally known for consumer electronics, is aggressively expanding its streaming service Apple TV+ under new CEO John Ternus, who pledged to accelerate the entertainment push when taking charge in September. Since launching in 2019, Apple TV+ has scored notable hits: the Oscar‑winning film *CODA*, the blockbuster movie *F1* starring Brad Pitt, and Emmy‑winning series such as *The Studio* and *Ted Lasso*. The brand was simplified last year, dropping the “+” suffix to become plain Apple TV.

Tim Cook, current CEO, emphasized a quality‑over‑quantity strategy, focusing on “the best” content rather than the most titles. Apple is forging new partnerships, most visibly with Formula 1. The company holds exclusive U.S. broadcasting rights for F1 races, integrating leaderboards and news updates into Apple TV and Apple News, and developed specialized cameras for the *F1* film to give viewers a cockpit perspective.

Senior executive Eddy Cue confirmed the company’s broader goal to deliver “better and more” TV and film content across streaming and theatrical releases, positioning Apple as a major contender against Netflix, Disney+, HBO Max and Amazon Prime.