Apple is reevaluating its approach to original content on its streaming platform, Apple TV+, after reportedly investing around $20 billion in shows and movies that have not gained substantial viewership. According to Bloomberg, Apple executive Eddy Cue has been in discussions with studio heads Zack Van Amburg and Jamie Erlicht about reducing spending on content, as the platform seeks to shift away from its image as the largest spender in the industry.
Apple’s significant expenditures include a staggering $250 million on the miniseries “Masters of Air,” which has not generated the expected interest. Additionally, the company has invested over $500 million in films from renowned directors like Martin Scorsese, Ridley Scott, and Matthew Vaughn. Despite these investments, Apple TV+ captures only a small fraction—0.2%—of TV viewership in the United States, with its numbers lagging substantially compared to competitors like Netflix, which achieves more views within a single day than Apple does in an entire month.
Although Apple has not indicated considerable concern over the situation, largely because streaming is not central to its business model, there are signs that its era of unlimited financial commitments may soon come to an end. This change is reflected in the company’s hesitance to renew series for a third season, as noted in Bloomberg’s report.
Notably, Apple TV+ remains the only major streaming platform without an ad-supported tier. However, with the recent hiring of Joseph Cady, a former executive from NBCUniversal, it’s likely that this will change soon, potentially opening new revenue streams for Apple.
This reevaluation of spending aligns with broader industry trends, suggesting a shift toward more strategic, value-driven investments in content. While challenges remain, Apple’s continued innovation and adaptation in the competitive streaming landscape may position it to better meet viewer needs in the future.
In summary, Apple is actively reassessing its content strategy for Apple TV+ and may soon implement changes that could improve its market position, moving away from high-budget projects that have not resonated with audiences.