Apple is reassessing its spending strategy on original content for Apple TV+, having invested approximately $20 billion into shows and movies that many viewers might not recognize.
According to reports, Apple executive Eddy Cue has been in discussions with studio leaders Zack Van Amburg and Jamie Erlicht about tightening budgets. The duo has indicated a desire for the streaming service to distance itself from its reputation as the industry’s largest spender.
Notable expenditures include $250 million for the miniseries “Masters of Air,” which launched this year but failed to attract significant viewership. Additionally, Apple has invested over $500 million on films directed by renowned filmmakers such as Martin Scorsese, Ridley Scott, and Matthew Vaughn.
Despite this extensive financial commitment, Apple TV+ claims only 0.2% of television viewership in the United States, falling short of the daily views that Netflix receives in just 24 hours. The platform has faced challenges in growing its subscriber base as well.
While these struggles have not raised alarms within Apple’s broader corporate structure—streaming isn’t central to its primary business—the company appears to be moving away from unlimited spending. This shift is suggested by its hesitance to renew shows for additional seasons.
Notably, Apple TV+ remains the last major streaming platform without an ad-supported tier, though that may soon change following the hiring of Joseph Cady, an advertising executive from NBCUniversal, earlier this year.