Apple is reassessing its heavy spending on original content for its streaming service, Apple TV+, which has reached an impressive $20 billion. Despite this investment, the company has struggled to gain traction in the highly competitive streaming market, capturing only 0.2% of TV viewership in the U.S.
Reports indicate that Apple executives, including Eddy Cue, have been in discussions to tighten budgets and improve the service’s reputation as a major spender. The company has spent lavishly on high-profile projects, such as the $250 million miniseries “Masters of Air,” which did not perform as expected, alongside over $500 million on films from renowned directors like Martin Scorsese and Ridley Scott.
Although Apple TV+ continues to face challenges in subscriber growth and viewer engagement—often garnering less viewership in a month than Netflix does in a single day—the tech giant appears unconcerned since streaming is not central to its overall business model. However, indications suggest a shift in strategy, with a potential move towards an ad-supported model, especially following the hiring of an advertising executive from NBCUniversal.
In a positive light, Apple’s willingness to reconsider its spending practices may lead to a more sustainable and innovative approach to content curation, ultimately benefiting viewers with higher quality productions and more tailored offerings. As the streaming landscape evolves, Apple’s adaptation could result in a more competitive and engaging platform for audiences in the future.