CEO Tim Cook Says Apple TV+ Isn't Designed to Boost iPhone Sales
Apple TV+: A Focus on Storytelling, Not iPhone Sales
Apple CEO Tim Cook recently stated that Apple TV+ is primarily driven by a commitment to high-quality storytelling and artistic excellence, rather than serving as a tool to boost iPhone sales. This clarification addresses long-standing speculation that Apple TV+ is primarily a marketing ploy to increase brand loyalty and drive hardware purchases.
Debunking the Sales-Boosting Myth
In a new interview with Variety, Cook emphasized Apple TV+'s role in supporting original storytelling and its impact on culture. He explicitly distanced the platform from any direct correlation to hardware sales strategies. This statement is a significant shift from previous assumptions about the service's purpose.
Launched in November 2019, Apple TV+ intentionally chose a different approach than many competitors. Instead of acquiring a large library of existing content, Apple focused solely on creating original programming. Cook explained this decision, saying:
We elected not to go out and procure a catalog. I know that's a faster way into the business, but it didn't feel like Apple at the end of the day. Apple should have something that we pour our passion into, and that's exactly what we're doing with the shows. And now you can see us hitting a stride. It feels wonderful.
Apple's Identity as a "Toolmaker"
Cook further emphasized Apple's identity as a "toolmaker," a term coined by co-founder Steve Jobs. He clarified Apple TV+'s alignment with this core philosophy:
We're a toolmaker. We make tools for creative people to empower them to do things they couldn't do before. So we were doing lots of business with Hollywood well before we were in the TV business. We studied it for years before we decided to do [Apple TV+]. I know there's a lot of different views out there about why we're into it. We're into it to tell great stories, and we want it to be a great business as well. That's why we're into it, just plain and simple.
The High-Stakes Example: F1: The Movie
Apple's commitment to high-quality storytelling is exemplified by its upcoming release of F1: The Movie, a $200 million production starring Brad Pitt and co-produced by Lewis Hamilton. Directed by Joseph Kosinski (Top Gun: Maverick), this film represents Apple Original Films' largest production to date. It will receive a theatrical release through Warner Bros. before debuting on Apple TV+.
To bring something to life that would be authentic to the sport, that would tell a great story as well about the ups and downs of life — F1 hit on all the things. And then we could bring some things that are uniquely Apple to the movie, like our camera technology. And we plan to have the whole of the company support it as well — our retail operation and everything. So it was something that we could get the entire company around. It feels wonderful to be a part of it.
Apple developed specialized camera technology for capturing the high-speed racing sequences in F1: The Movie, a technology that has apparently been incorporated into the latest iPhones. However, Cook emphasized that this technological advancement isn't the primary driving force behind Apple TV+:
I don't have it in my mind that I'm going to sell more iPhones because of it. I don't think about that at all. I think about it as a business. And just like we leverage the best of Apple across iPhones and across our services, we try to leverage the best of Apple TV+.
Apple's Focused Approach to Business
Cook further elaborated on Apple's overall business strategy, emphasizing a focused approach with a limited number of products and services:
We really only do a few things. We only have a few products for the size of company we are. We pour all of ourselves in each one of those — and we do TV and movies the same way. It's about staying true to what Apple has always been. It's about staying true to innovation, staying true to our North Star. And if you're able to do that and entertain people in a great way, then we're doing pretty good. I think the business of our being in this business will be good for us.
A Full Slate for 2025
Cook also noted that 2025 marks the first year Apple TV+ will release a complete weekly content schedule uninterrupted by the challenges of the COVID-19 pandemic and industry strikes. This indicates a significant step forward in the platform's development and its ability to deliver consistent, high-quality programming.
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