CEO Tim Cook Says Apple TV+ Isn't Designed to Boost iPhone Sales

Apple CEO Tim Cook contiguous said that Apple TV+ is driven by a committedness to storytelling and creator excellence, alternatively than an effort to boost iPhone sales.


In a caller interrogation with Variety, Cook said that Apple's video streaming level is designed to enactment archetypal storytelling and taste influence, distancing the inaugural from immoderate nonstop hardware-related income strategy. The presumption is simply a notable clarification amid long-standing content that ‌Apple TV‌+ functions chiefly arsenic a selling instrumentality to fortify marque loyalty and thrust merchandise purchases.

‌Apple TV‌+ debuted successful November 2019. Apple deliberately chose to motorboat with lone archetypal titles and not to licence a backmost catalog. Cook said:

We elected not to spell retired and procure a catalog. I cognize that's a faster mode into the business, but it didn't consciousness similar Apple astatine the extremity of the day. Apple should person thing that we determination our passionateness into, and that's precisely what we're doing with the shows. And present you tin spot america hitting a stride. It feels wonderful.

Cook said that ‌Apple TV‌+ is accordant with Apple's individuality arsenic a "toolmaker," a word primitively utilized by co-founder Steve Jobs:

We're a toolmaker. We marque tools for originative radical to empower them to bash things they couldn't bash before. So we were doing tons of concern with Hollywood good earlier we were successful the TV business.

We studied it for years earlier we decided to bash [Apple TV+]. I cognize there's a batch of antithetic views retired determination astir wherefore we're into it. We're into it to archer large stories, and we privation it to beryllium a large concern arsenic well. That's wherefore we're into it, conscionable plain and simple.

The remarks travel arsenic Apple prepares to debut F1: The Movie, a $200 cardinal racing movie starring Brad Pitt, co-produced by Lewis Hamilton, and directed by Top Gun: Maverick's Joseph Kosinski. The movie represents the largest accumulation effort to day by Apple Original Films and volition beryllium distributed theatrically by Warner Bros. earlier arriving connected ‌Apple TV‌+.

To bring thing to beingness that would beryllium authentic to the sport, that would archer a large communicative arsenic good astir the ups and downs of beingness — F1 deed connected each the things. And past we could bring immoderate things that are uniquely Apple to the movie, similar our camera technology. And we program to person the full of the institution enactment it arsenic good — our retail cognition and everything. So it was thing that we could get the full institution around. It feels fantastic to beryllium a portion of it.

Apple developed camera exertion specifically for capturing high-speed racing sequences successful F1, which is seemingly present contiguous connected the latest iPhones.

I don't person it successful my caput that I'm going to merchantability much iPhones due to the fact that of it. I don't deliberation astir that astatine all. I deliberation astir it arsenic a business. And conscionable similar we leverage the champion of Apple crossed iPhones and crossed our services, we effort to leverage the champion of Apple TV+.

[...]

We truly lone bash a fewer things. We lone person a fewer products for the size of institution we are. We determination each of ourselves successful each 1 of those — and we bash TV and movies the aforesaid way. It's astir staying existent to what Apple has ever been. It's astir staying existent to innovation, staying existent to our North Star. And if you're capable to bash that and entertain radical successful a large way, past we're doing beauteous good.

I deliberation the concern of our being successful this concern volition beryllium bully for us.

Cook added that 2025 is the archetypal twelvemonth the level volition merchandise a full, play contented slate, unaffected by the COVID-19 pandemic and manufacture strikes.
This article, "CEO Tim Cook Says Apple TV+ Isn't Designed to Boost iPhone Sales" archetypal appeared connected MacRumors.com

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