John Ternus wants to push entertainment, talks about Apple TV and the company’s priorities

As the handover at Apple’s top leadership approaches, the future CEO John Ternus outlines the guidelines for the years ahead, decisively targeting the entertainment sector.

In perfect continuity with Tim Cook’s vision, who will maintain a prominent role within the company, the strategy for the future focuses on expanding original content and on strengthening the Apple TV brand.

The intention is to maintain the qualitative primacy of productions and to forge targeted strategic collaborations, as demonstrated by the recent and fruitful alliance with the Formula 1.

John Ternus talks about Apple TV and the importance of partnerships

During a brief conversation with Reuters journalists, Ternus outlined his priorities at the helm, emphasizing in particular the intention to consolidate and further develop the momentum gained in the television and film business.

Since 2019, the year when the company began actively investing in proprietary films and series, there have been numerous commercial and critical successes. In these seven years, Oscar-winning films have emerged such as “CODA“, major productions like the film “F1” and Emmy-winning series such as the beloved “The Studio” and “Ted Lasso“.

Precisely on the occasion of the premiere of the fourth season of the football comedy, the future CEO reiterated how the company is proud of the stories told and the characters created, confirming the intention to continue investing strongly in this direction.

Also testifying to the renewed commitment to make the offering even more recognizable is a very precise marketing move: since last year, the streaming service has dropped the ‘+’ from its name, and has simply been renamed Apple TV.

Quality before Quantity

The path taken by Ternus has the full and firm backing of Tim Cook. Tim Cook was also present at the launch event for the new season of “Ted Lasso“, and the current CEO clarified the fundamental philosophy guiding Cupertino’s editorial choices.

His words were extremely clear: the company’s task is to offer the best product on the market, without necessarily chasing absolute numbers.

This statement marks a clear distance from the strategies of other streaming giants, who prefer to flood their platforms with enormous volumes of documentaries, series and films of every kind to retain subscribers.

The California leadership prefers instead to concentrate resources and budgets on a small and carefully selected number of highly curated projects, a path that pays off generously in terms of prestige, loyalty and international awards.

Strategic Alliances and Technology

Another fundamental pillar for growth in the entertainment sector is represented by high-profile partnerships. Cook specified that the company is absolutely open to signing new deals, provided it can offer a unique contribution that other market players cannot guarantee.

The perfect example of this approach is the work done for the realization of the Formula 1 film starring Brad Pitt.

The company didn’t stop at writing a check to finance the project, but worked on developing custom shooting systems to install directly inside the cockpits of the race cars.

These special cameras have allowed offering viewers a level of engagement and realism rarely seen in cinema.

This deep integration now extends to the actual sports offering: in the United States Formula 1 races are streamed exclusively on Apple TV, while parallel services such as Apple News provide real-time standings, race updates and additional coverage, creating an information and entertainment ecosystem that is complete and immersive.