Apple CEO Tim Cook Affirms Apple TV+ Focus on Original Content Over iPhone Sales

Apple CEO Tim Cook has clarified that Apple TV+ is driven by a commitment to high-quality storytelling and artistic excellence rather than serving as a marketing tool to boost iPhone sales. Apple studied the film industry for years before launching the service in 2019, deliberately choosing to focus on original content instead of licensing existing catalogs. Apple TV+ operates alongside Apple Original Films, which produces and supports major projects like the upcoming $200 million F1: The Movie, highlighting the company’s investment in global storytelling and culture. Cook emphasized that Apple TV+ aligns with Apple's identity as a 'toolmaker' empowering creativity, aiming to be a profitable standalone business that influences culture beyond just hardware sales. Despite significant spending and losses on the streaming service, Apple prioritizes quality over quantity, seeking to create a unique position amid competitors like Netflix. The F1 film exemplifies this approach, combining Apple's technology and artistic values to deliver an authentic and culturally impactful experience.