Incoming Apple CEO John Ternus vows to expand entertainment empire
Incoming Apple Chief Executive John Ternus plans to aggressively expand the technology giant’s entertainment division when he takes the helm this September.
The current hardware chief outlined his vision for the world’s most valuable company during the red-carpet premiere for the fourth season of «Ted Lasso,» noting that Apple TV has achieved unprecedented momentum in recent years.
«There’s so many amazing shows, so many amazing characters and stories, and so we’re just going to keep building on the momentum,» Ternus said.
Apple initially entered the streaming market in 2019 with Apple TV+ before dropping the mathematical symbol last year. The division has since produced major critical and commercial successes including the Oscar-winning film «CODA,» the Brad Pitt blockbuster «F1» and Emmy-winning series such as «The Studio.»
Prioritising quality and strategic partnerships
Current CEO Tim Cook joined Ternus at the premiere and confirmed he is actively sharing his media industry insights to ensure a smooth leadership transition. Cook emphasised that Apple’s overarching content strategy focuses strictly on prestige rather than sheer volume.
«Our role is to be the best. That’s our lane,» Cook said. «We’re not about the most. There are other companies that do that. But we’re about the best, and I feel like we really hit our stride in providing that.»
The outgoing executive added that Apple remains open to future entertainment partnerships provided the company can contribute unique technological expertise. He highlighted the firm’s ongoing collaboration with Formula 1 as a prime example of this strategy.
Apple engineers developed custom cameras for the «F1» feature film to immerse audiences inside the cockpit. The broader partnership also secured exclusive U.S. broadcast rights for Formula 1 races on Apple TV alongside dedicated leaderboards and live updates across the Apple News ecosystem.
«We’ll do things that we can bring something unique to, where we can innovate in a way that others might not be able to,» Cook said. He noted that strong viewership numbers for the racing league indicate similar ventures are highly likely.
These comments align with recent statements from senior Apple executive Eddy Cue, who told reporters last month that the firm aims to deliver better and more frequent releases across both streaming platforms and traditional cinemas.
