{"id":67083,"date":"2026-04-22T18:26:42","date_gmt":"2026-04-22T16:26:42","guid":{"rendered":"https:\/\/www.apfelpatient.de\/?p=67083"},"modified":"2026-04-22T18:27:32","modified_gmt":"2026-04-22T16:27:32","slug":"ternus-aims-to-make-apple-tv-more-competitive","status":"publish","type":"post","link":"https:\/\/www.apfelpatient.de\/en\/news\/ternus-will-apple-tv-wettbewerbsfaehiger-machen","title":{"rendered":"Ternus is an Apple TV fan and wants to make the service more competitive"},"content":{"rendered":"<p class=\"has-drop-cap\"><strong>According to a report in the Hollywood newspaper Deadline, Apple&#039;s designated CEO John Ternus is not only an Apple TV user himself \u2013 he also apparently wants to position the streaming service more aggressively against Netflix, Disney+, and HBO Max. Good news for Apple TV fans, but difficult to implement.<\/strong><\/p>\n\n\n\n<p class=\"translation-block\">With the <a href=\"https:\/\/www.apfelpatient.de\/en\/news\/john-ternus-will-be-the-new-apple-ceo-cook-is-leaving\" id=\"https:\/\/www.apfelpatient.de\/news\/john-ternus-wird-neuer-apple-ceo-cook-geht\" data-wpel-link=\"internal\" target=\"_self\">transition<\/a> from Tim Cook to John Ternus, many are wondering how the new CEO will prioritize the various business areas. Ternus has been a hardware engineer for 25 years \u2013 his core expertise lies in chips, device design, and manufacturing, not streaming production. For Apple TV fans, this was initially a source of concern. Hollywood has been wondering for years whether Apple&#039;s streaming ambitions are sustainable. Now there&#039;s a reassuring answer.<\/p>\n\n\n\n<p class=\"translation-block\">Hollywood trade publication <a href=\"https:\/\/deadline.com\/2026\/04\/apple-ceo-john-ternus-challenges-1236867414\/\" id=\"https:\/\/deadline.com\/2026\/04\/apple-ceo-john-ternus-challenges-1236867414\/\" target=\"_blank\" rel=\"noreferrer noopener\" data-wpel-link=\"external\">Deadline<\/a> reports that Ternus himself is an Apple TV user and regularly consumes the service&#039;s content. Furthermore, an Apple insider quotes Ternus as saying he wants to make the service &quot;more competitive.&quot; This would represent a clear strategic shift from the previous Apple TV approach under Tim Cook, which focused more on quality and prestige than on sheer market power.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-die-hollywood-skepsis\">Hollywood skepticism<\/h2>\n\n\n\n<p>The entertainment industry&#039;s concerns are not new. Even Netflix CEO Ted Sarandos openly questioned in 2025 why Apple was even operating a streaming service \u2013 an implicit challenge to Apple&#039;s long-term commitment to the Hollywood business. These concerns intensified when it became clear that Apple was entering the new era with a hardware engineer at its helm.<\/p>\n\n\n\n<p class=\"translation-block\">Apple TV is actually well-positioned in terms of streaming technology. The service has a strong reputation for high-quality, sophisticated series \u2013 from \"Ted Lasso\" and \"Severance\" to \"Pluribus,\" \"Silo,\" and the upcoming thriller <a href=\"\/\/www.apfelpatient.de\/en\/news\/the-savant-apple-tv-launches-thriller-in-summer\" id=\"\u201ehttps:\/\/www.apfelpatient.de\/news\/the-savant-apple-tv-startet-thriller-im-sommer\" data-wpel-link=\"\u201einternal\u201c\" target=\"_self\">The Savant<\/a>. But in terms of sheer subscriber numbers and market power, Apple has remained a niche provider despite such successes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-die-konkreten-ternus-signale\">The specific Ternus signals<\/h2>\n\n\n\n<p>The Deadline report cites several specific indications of Ternus&#039; relationship with Apple TV:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>He watches the content himself.<\/strong> Both Apple employees at Cupertino headquarters and Hollywood insiders describe Ternus as a fan of the service.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>He attended the Apple TV premiere of the F1 movie.<\/strong> Ternus is a self-confessed motorsport fan \u2013 and Apple TV signed a five-year Formula 1 rights deal for the US last fall.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>He has a close relationship with Eddy Cue,<\/strong> the Services SVP who leads Apple TV.<\/li>\n<\/ul>\n\n\n\n<p>The combination of personal interest, industry presence, and a good relationship with the person in charge is a strong indicator. Ternus is demonstrating outwardly that he takes Apple TV seriously.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-was-wettbewerbsfahiger-konkret-bedeuten-konnte\">What &quot;more competitive&quot; could specifically mean<\/h2>\n\n\n\n<p>The crucial question is what &quot;more competitive&quot; means in practice. Several options are conceivable:<\/p>\n\n\n\n<p class=\"translation-block\"><strong>Larger budgets for original productions<\/strong>: Apple is estimated to already spend several billion dollars a year on Apple TV content. A further increase could accelerate production and allow for more series to run simultaneously.<\/p>\n\n\n\n<p class=\"translation-block\"><strong>More output<\/strong>: Netflix produces hundreds of hours of new content annually. Apple TV focuses on a smaller number of high-quality projects. If Ternus is indeed aiming for market share, the output pace could increase.<\/p>\n\n\n\n<p class=\"translation-block\"><strong>More aggressive pricing<\/strong>: The service currently costs $12.99 (\u20ac9.99) per month \u2013 too expensive for many casual streamers. A cheaper entry option or an ad-supported tier (like Netflix and Disney+) could significantly increase the number of subscribers.<\/p>\n\n\n\n<p class=\"translation-block\"><strong>Strategic content deals<\/strong>: Apple could license popular series or films from other providers to expand its catalog offerings more quickly. This is an option that Cook has consciously avoided so far.<\/p>\n\n\n\n<p>Whether Ternus will actually pursue one of these paths remains to be seen. However, the Deadline report suggests that change is to be expected under his leadership \u2013 in contrast to Apple TV&#039;s previously rather conservative strategy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-die-gefahr-des-course-change\">The danger of course change<\/h2>\n\n\n\n<p>However, there&#039;s a downside: Apple TV didn&#039;t become successful because it produced a lot of content, but because it produced good content. Shifting from a quality-first strategy to a quantity-first strategy could damage precisely what makes Apple TV unique.<\/p>\n\n\n\n<p>Tim Cook handled this balancing act well. Apple never tried to broadly copy Netflix \u2013 instead, the company focused on a prestigious position in the streaming market. If Ternus changes course and focuses primarily on market power, the Apple TV profile could be diluted. That would be bad news for both viewers and producers.<\/p>\n\n\n\n<p>A targeted expansion in specific areas would probably be better: more live sports (after the F1 success), international expansion with locally produced content, or an advertising-funded tier that opens up new target groups \u2013 without sacrificing existing strengths.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-apple-tv-was-bis-september-passiert\">Apple TV: What&#039;s happening by September<\/h2>\n\n\n\n<p class=\"translation-block\">Ternus will officially take over as CEO on September 1, 2026. Until then, Apple TV&#039;s strategy is unlikely to change significantly. Already planned series like <a href=\"https:\/\/www.apfelpatient.de\/en\/news\/silo-season-3-starts-on-july-3rd-on-apple-tv\" id=\"https:\/\/www.apfelpatient.de\/news\/silo-staffel-3-startet-am-3-juli-auf-apple-tv\" data-wpel-link=\"internal\" target=\"_self\">Silo Season 3<\/a> and other <a href=\"https:\/\/www.apfelpatient.de\/en\/news\/pluribus-season-2-filming-starts-in-autumn-2026\" id=\"https:\/\/www.apfelpatient.de\/news\/pluribus-staffel-2-drehstart-im-herbst-2026\" data-wpel-link=\"internal\" target=\"_self\">original productions<\/a> will proceed as scheduled.<\/p>\n\n\n\n<p>The period after that will be interesting. Once Ternus officially takes office, new strategic directions can be set. If he&#039;s serious about being &quot;more competitive,&quot; this should become evident in the coming months through concrete steps: new rights deals, new series orders, or perhaps even an Apple TV price adjustment. For Apple TV fans, this is good news \u2013 as long as Ternus finds the right balance between greater reach and maintaining the quality that has defined the service so far. (Image: Apple)<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/talent-bonding-ternus-biggest-challenge\" type=\"link\" id=\"https:\/\/www.apfelpatient.de\/news\/talent-bindung-ternus-groesste-herausforderung\">Talent retention will be Ternus&#039; biggest challenge.<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/anthropic-myth-unauthorized-access-has-been-gained\">Unauthorized access to Anthropic&#039;s myth \u2013 a security risk for Apple?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/apple-managed-to-keep-the-ceo-change-perfectly-secret\">What Apple's CEO change reveals about the Company<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/whatsapp-ai-summary-for-all-chats\">WhatsApp is testing AI summaries for unread chats<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/ternus-sees-new-breakthroughs-on-the-horizon-for-apple\">Ternus: \"Apple will change the world again\"<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/cook-explains-why-he-is-now-stepping-down-as-ceo\">Tim Cook explains why he is stepping down as CEO now<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/ios-27-plans-stricter-network-security\">iOS 27 and macOS 27 bring stricter Network Security<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/ternus-introduces-ai-platform-at-apple\">Ternus brings a new AI platform to the Hardware Team<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/how-wall-street-reacted-to-apples-ceo-change\">This is how Wall Street is reacting to Apple&#039;s CEO change<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/silo-season-3-starts-on-july-3rd-on-apple-tv\">Silo Season 3 premieres on July 3rd on Apple TV<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/cook-leak-was-an-apple-test-balloon-for-ternus\">The Cook resignation &quot;leak&quot; was a planned Apple test balloon.<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/ternus-is-a-decisive-ceo-for-apple\">Ternus: A decisive CEO for Apple<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/doj-criticizes-apples-samsung-application-in-the-proceedings\">US Department of Justice criticizes Apple&#039;s Samsung application in the antitrust case<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/srouji-divides-apples-hardware-team-into-5-areas\">Srouji divides Apple&#039;s hardware team into five areas<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/brazil-issues-warning-to-apple-over-gambling-apps\">Brazil issues warning to Apple over gambling apps for minors<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/apple-ceo-change-internal-memos-provide-insight\">Apple CEO change: Internal memos from Cook and Ternus provide insight<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/tim-cook-addresses-farewell-letter-to-the-apple-community\">Tim Cook addresses an emotional farewell letter to the Apple community<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/johnny-srouji-will-become-apples-chief-hardware-officer\">Johny Srouji will become Apple&#039;s Chief Hardware Officer<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/john-ternus-will-be-the-new-apple-ceo-cook-is-leaving\">Apple leadership change: John Ternus becomes new CEO, Tim Cook becomes Executive Chairman<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/whatsapp-plus-meta-is-testing-a-paid-subscription\">WhatsApp Plus: Meta is testing a paid subscription with premium features<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/apple-sports-app-f1-weather-and-smaller-widgets\">Apple Sports App: New update brings F1 weather and smaller widgets<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/ios-26-4-2-is-about-to-be-released\">iOS 26.4.2 is about to be released<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/news\/ios-26-5-beta-3-next-step-towards-release\">iOS 26.5 Beta 3: Next step towards release<\/a><\/li>\n<\/ul>\n\n\n\n<h6 class=\"wp-block-heading translation-block\" id=\"h-kennt-ihr-schon-unsere-amazon-storefront-dort-findet-ihr-eine-handverlesene-auswahl-von-diversen-produkten-f-r-euer-iphone-und-co-viel-spa-beim-st-bern\"><em>Have you already visited our Amazon Storefront? There you&#039;ll find a hand-picked selection of various products for your iPhone and other devices \u2013 <span class=\"has-inline-color has-vivid-red-color\"><a href=\"https:\/\/www.amazon.de\/shop\/apfelpatientofficial\" class=\"ek-link\" data-wpel-link=\"exclude\" rel=\"follow noopener\" target=\"_self\"><span style=\"text-decoration: underline\" class=\"ek-underline\">enjoy browsing<\/span><\/a> !<\/span><\/em><\/h6>\n\n\n\n<h6 class=\"wp-block-heading translation-block\" id=\"h-der-beitrag-enthalt-partnerlinks\">This post contains <a data-type=\"URL\" data-id=\"https:\/\/www.apfelpatient.de\/partnerprogramm\" href=\"https:\/\/www.apfelpatient.de\/en\/partner-program\" data-wpel-link=\"internal\" target=\"_self\">affiliate links<\/a>.<\/h6>","protected":false},"excerpt":{"rendered":"<p>According to Deadline, John Ternus is himself an Apple TV fan and wants to position the streaming service more aggressively against Netflix and others.<\/p>","protected":false},"author":2,"featured_media":67082,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard","override":[{"template":"2","parallax":"1","fullscreen":"1","layout":"right-sidebar","sidebar":"default-sidebar","second_sidebar":"default-sidebar","sticky_sidebar":"1","share_position":"top","share_float_style":"share-monocrhome","show_featured":"1","show_post_meta":"1","show_post_author":"1","show_post_author_image":"1","show_post_date":"1","post_date_format":"default","post_date_format_custom":"Y\/m\/d","show_post_category":"1","show_post_reading_time":"0","post_reading_time_wpm":"300","post_calculate_word_method":"str_word_count","show_zoom_button":"0","zoom_button_out_step":"2","zoom_button_in_step":"3","show_post_tag":"1","show_prev_next_post":"1","show_popup_post":"1","show_comment_section":"1","number_popup_post":"1","show_author_box":"0","show_post_related":"0","show_inline_post_related":"0"}],"image_override":[{"single_post_thumbnail_size":"crop-500","single_post_gallery_size":"crop-500"}],"trending_post_position":"meta","trending_post_label":"Trending","sponsored_post_label":"Sponsored by","disable_ad":"0"},"jnews_primary_category":{"id":"9"},"footnotes":""},"categories":[9],"tags":[34,156],"class_list":["post-67083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-apple-dienste","tag-apple-tv"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ternus will Apple TV wettbewerbsf\u00e4higer machen Apfelpatient<\/title>\n<meta name=\"description\" content=\"John Ternus ist laut Deadline selbst Apple-TV-Fan und will den Streaming-Dienst gegen Netflix und Co. aggressiver positionieren.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.apfelpatient.de\/en\/news\/ternus-aims-to-make-apple-tv-more-competitive\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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Apple\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.apfelpatient.de\\\/news\\\/ternus-will-apple-tv-wettbewerbsfaehiger-machen#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Startseite\",\"item\":\"https:\\\/\\\/www.apfelpatient.de\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Ternus ist Apple-TV-Fan und will den Dienst wettbewerbsf\u00e4higer machen\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.apfelpatient.de\\\/#website\",\"url\":\"https:\\\/\\\/www.apfelpatient.de\\\/\",\"name\":\"Apfelpatient\",\"description\":\"Alles rund um Apple!\",\"publisher\":{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.apfelpatient.de\\\/en\\\/#organization\",\"name\":\"Apfelpatient\",\"url\":\"https:\\\/\\\/www.apfelpatient.de\\\/en\\\/\"},\"alternateName\":\"Apfelpatient\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.apfelpatient.de\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\\\/\\\/www.apfelpatient.de\\\/#\\\/schema\\\/person\\\/42c7891440704b11b0b6bba927ebf52c\",\"name\":\"Milan\",\"logo\":{\"@id\":\"https:\\\/\\\/www.apfelpatient.de\\\/#\\\/schema\\\/person\\\/image\\\/\"},\"description\":\"Hallo und herzlich willkommen auf meinem Technik-Blog! Als gro\u00dfer Apple-Fan berichte ich hier \u00fcber alles, was mit Apple zu tun hat: von den neuesten News und spannenden Ger\u00fcchten \u00fcber hilfreiche Tipps und Tricks bis hin zu ausf\u00fchrlichen Produkttests. 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