So, incoming Apple CEO John Ternus is stepping into the big shoes left by Tim Cook—no pressure! While he’s busy plotting the next revolutionary iPhone or the gizmo we never knew we needed, there’s a flickering little question about the Apple TV situation. Does he even care about the Hollywood side gig, or is he just giving it a polite nod like an awkward relative at a family reunion?
With Ternus at the switchboard, we’re left to wonder: Will he elevate Apple TV from its cozy couch to a real contender in the streaming wars? According to Mike Proulx from Forrester, streaming has always been like that distant cousin in the Apple family—adjacent but not quite essential. “With Ternus at the helm, that strategy is unlikely to change,” he quips, likely while rolling his eyes at the thought of yet another mediocre Apple TV special.
Hardware, or the New Celebrity in Town?
In Apple’s grand Gatsby-esque party, let’s not forget that hardware is still the show-stopper—think iPhones, iPads, and those earbud things everyone pretends make them look cool. Under Cook’s watchful eye, Apple danced into wearables like the Apple Watch and its oh-so-chic Vision Pro headset, which sold about as well as a lead balloon. Thanks, Tim!
Of course, he also ballooned the Services division—hello Apple TV and Apple Music—into a 12-figure revenue machine. Think of it as Apple’s way of keeping people locked in their ecosystem, much like a dog with a bone, only this dog has an expensive taste for tech. “Apple is a device company first,” says Proulx, reminding us of that beloved cliché, as if we could forget.
Apple TV: The Redheaded Stepchild of Streaming?
Sure, Apple TV has scored a few wins since its debut in 2019—like that critically acclaimed show “Severance.” But, let’s not kid ourselves. Is it really sending money raining down on Apple? It feels more like that one friend who shows up to every party asking where the beer is rather than contributing to the fun.
Despite claims from Apple Services chief Eddy Cue that they have “significantly more” than 45 million subscribers, let’s just say, details are yet to be released. With heavyweights like Netflix boasting 325 million subscribers, it’s hard not to see Apple TV sitting quietly in the corner, awkwardly munching on popcorn and hoping no one notices. After all, it’s never charted on Nielsen’s visibility radar, which is odd for a streaming service trying to prove it has popular taste.
On the brighter side, Apple TV is averaging 2.1 million new subscribers per month—an impressive stat, unless you ponder how many are just curious schoolmates swiping by for a free trial. Like a star on the rise, its monthly cancellation rate has slid from 6.3% to 4.8%. Hooray! Talk about a win! Meanwhile, Netflix barely breaks a sweat with its 2%. Clearly, we’re all just happy to be here.
Ternus: Your Future is in Our Hands… or Not?
While Ternus does have to save the company some cash, it seems unlikely they’ll pull a Hollywood exit anytime soon. Analysts hint he might want to flex those financial muscles and even license some content. Imagine Apple snagging Lionsgate like it’s some limited-edition collectible toy; that could boost engagement but really, who needs to bother with producing original content when you can just borrow from the library of classics?
In the end, the real test will be whether Ternus lets his creative team thrive or sweeps them under the rug like the dust bunnies we all pretend we don’t see. “Apple TV succeeds not by acting like Netflix, but by acting like Apple,” says Proulx, which sounds suspiciously like something a motivational speaker would say at a tech summit while the attendees pretend they care. So here’s to Ternus—may his journey be less about reinventing the wheel and more about not tripping over it.
