Apple’s incoming CEO John Ternus aims to expand movies and TV business

Los Angeles: Apple may be changing the captain, but it is keeping the same script. Incoming chief executive officer John Ternus has pledged to build on the company’s growing entertainment business, signalling that original films and television programming will remain a strategic priority after he takes over the iPhone maker in September, according to a Reuters report.

Speaking at the premiere of the fourth season of Ted Lasso, Ternus said Apple intends to continue investing in original content as the company builds on the momentum generated by its streaming platform.

Apple incoming chief executive officer John Ternus said the company has “such tremendous momentum” with Apple TV and plans to keep building on it through more compelling stories, memorable characters and high-quality programming.

Apple entered the original entertainment business in 2019 with the launch of Apple TV, expanding beyond its hardware roots into streaming. Since then, the platform has built a catalogue that includes Oscar-winning film CODA, box office hit F1, and Emmy-winning series including Ted Lasso and The Studio.

The streaming business has become an increasingly important part of Apple’s services strategy as the company looks to deepen customer engagement across its ecosystem of devices and digital offerings.

Current chief executive officer Tim Cook, who appeared alongside Ternus at the premiere, said the leadership transition would not alter Apple’s philosophy towards entertainment.

Cook said the company’s goal is not to offer the largest library of content but to produce the best. He added that Apple has found its stride by focusing on premium storytelling rather than competing on volume.

Cook also said Apple remains open to partnerships where it can bring unique technological capabilities to entertainment projects. He pointed to the company’s collaboration with Formula One for the film F1, where Apple developed specialised cameras that allowed viewers to experience races from inside the cockpit.

Beyond the film itself, Apple has integrated Formula One content across its ecosystem, with races available exclusively on Apple TV in the United States alongside leaderboards, news updates and additional coverage through other Apple services.

Cook said similar collaborations remain possible where Apple believes its technology can create a better viewing experience and offer something competitors cannot easily replicate.

Ternus’ comments reinforce that Apple’s leadership transition is expected to maintain continuity rather than trigger a strategic shift. His remarks also align with recent comments from Apple senior executive Eddy Cue, who said the company plans to offer more films and television programmes across both streaming and cinemas.

As Apple prepares for a new chief executive, the company appears determined to keep its entertainment ambitions firmly in focus, using premium content and technology-led innovation to strengthen one of its fastest-growing services businesses.