Apple TV+ has been on the market since 2019, but the question has long persisted: Why did Apple choose to enter the film and series business? In a recent interview with Variety, CEO Tim Cook and other Apple executives explained in detail for the first time what's really behind the project. It becomes clear: Apple TV+ is pursuing a very unique strategy that differs significantly from its competitors. And 2025 is set to be the year in which this strategy pays off.
Apple is known for doing things differently. This also applies to Apple TV+. While other streaming services primarily focus on volume, Apple focuses on quality and originality. No licensed products, no massive back catalogs—just exclusively self-produced content. This was confusing for many at first, but it's now clear that this approach could bring benefits in the long run. In their interview, Tim Cook and Eddy Cue provide honest insight into the background.
A new area for Apple
Tim Cook makes it clear: Apple TV+ isn't a spin-off product to sell iPhones. Rather, the service is a standalone business that has evolved from a long-standing interest in storytelling and creativity. Cook says :
We do this to tell great stories, and we want it to be a great business too.
Apple is, at its core, a tool manufacturer—a company that develops devices that enable people to work creatively. Apple TV+ is a logical extension of this idea. According to Eddy Cue, the original plan wasn't to produce its own films and series. But as the streaming market grew and competition focused primarily on quantity, Apple saw an opportunity. Cue explains:
We thought there was an opportunity for us if we really focused on high quality.
This meant no mass production, but rather selected, ambitious projects.
No back catalogue – on purpose
Unlike other platforms, Apple TV+ has dispensed with a traditional catalog from the start. Instead of acquiring old series and films, Apple relies exclusively on exclusive original content. Cook explains why:
We consciously decided against purchasing a catalog. I know it would be a faster way, but it didn't fit with Apple.
Instead, they want to create content that they can put their full passion into. And this content is now impressive: over 300 titles, several thousand hours of original material, and new releases every week. Series like Ted Lasso, Severance, The Morning Show, and Silo have established themselves as flagships.
2025 as a turning point
The interview focuses particularly on the current year. 2025 is set to be a turning point for Apple TV+. For the first time since its launch, Apple can implement a full release schedule – without a pandemic, without production interruptions due to strikes. Cue says:
I finally feel like we're at a point where our plan is no longer impacted by the strikes or COVID.
Jamie Erlicht, one of the program managers at Apple TV+, also sees great progress.
Now we've found that rhythm. We can release something new every week. We have more series coming back than ever before. We have sequels to films that were huge successes for us.
Plain text about the strategy
A frequently voiced accusation is that Apple uses TV+ primarily to better market its hardware. But Cook clearly contradicts this:
I don't intend to sell more iPhones this way. I don't even think about it. I view it as a business.
Apple TV+ is therefore expected to assert itself on its own merits. This means long-term investments in content that fits Apple's brand – high-quality, creative, and original. A concept that is slowly beginning to pay off.
Apple TV+: Quality instead of compromise
Apple TV+ isn't a typical streaming service. From the beginning, it was clear that Apple would go its own way. No licensed material, no rushed releases—instead, a deliberately slow-building portfolio with a focus on quality. 2025 marks a pivotal point: For the first time, Apple TV+ can fully realize its vision. If you value high-quality series and films, Apple TV+ is a serious option. For €9.99 a month, you get a carefully curated offering—no frills, but with substance. (Image: Shutterstock / Diego Thomazini)
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