Apple's new CEO spills the beans on what his company's priorities are

Both Apple fans and haters will be holding their breath for the next weeks – in September, the Cupertino giant is expected to unleash the new iPhone 18 Pro Max and, allegedly, the iPhone Ultra, Apple's first-ever foldable iPhone.

Half of the audience will praise Apple's genius and the other half will surely come up with clever ways of (verbally) destroying Cupertino's latest mobile phone achievements.

But it's not just the iPhone that the near future holds for Apple.

Got to exploit the momentum

John Ternus, the incoming Apple CEO (Tim Cook steps down but will keep a notable position in the company) had a chance to speak his mind about his Apple priorities.

In a quick talk with Reuters, Ternus said that he wants to deepen and further develop Apple's "momentum in the entertainment business"

Which means that Apple will focus more on its original movies and series – a move that Apple made back in 2019. In the past seven years, Apple has had some smash hits like "F1", as well as Emmy-winning shows ("Ted Lasso", "The Studio" and Oscar darlings like "CODA".

The rebrand

What was known as Apple TV+ got rebranded to Apple TV last year, as Apple fans have surely noticed by now.

At the premiere of the fourth "Ted Lasso" season, Ternus said that Apple has a "tremendous momentum right now in ​Apple TV".

The incoming CEO is particularly proud of the "many amazing shows" and the "amazing characters and stories". Hence, the company would just "keep building on the momentum" in the near future.

How does Tim Cook feel about it?

Tim Cook is on the same page as Ternus. Cook himself also attended the "Ted Lasso" premiere and said that Apple's got to be the best:



I'd bet twenty bucks that he's talking about Netflix which produces insane quantities of movies, documentaries and series of all sorts.

Personally, I think Apple's approach is the right one – focusing on quality versus quantity always pays off. It's better to produce one or two highly acclaimed movies per year than to make dozens of mediocre titles.

Partnerships are also important

Cook also made it clear that Apple is willing to strike more partnerships in entertainment, as long as the company believes it can contribute something that others cannot. He pointed to the collaboration with Formula 1 as the kind of project Apple wants to pursue.

The company went beyond simply financing the Brad Pitt-led F1 movie. Apple developed custom camera systems designed to capture footage from inside the cars, giving viewers a much more immersive perspective of the racing action.

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