Another clear strategy to expand Apple TV is by increasing its subscriber base. With speculation about Warner Bros. Discovery possibly selling, it’s reasonable to consider if Apple TV might explore growth through acquisitions. However, the executives interviewed by Screen International appeared to prioritize enhancing Apple TV’s catalog with original programming. Cue remarked, “at least in the timeframe we’re considering now, we’re not looking at licensing additional content or incorporating anything into our service.”
“We’re creating an entirely original service; we’re not building upon existing IP or content libraries,” Jamie Erlicht, one of Apple’s leaders in global video, stated.
When directly questioned about the possibility of Apple acquiring Warner Bros., A24, or Disney, Cue emphasized that historically Apple hasn’t engaged in “many major acquisitions.”
“We typically make very small acquisitions overall, not related to Apple TV, so I don’t expect that to occur because we are satisfied with our current direction,” Cue said.
Since its launch in 2019, there have been doubts about whether Apple TV genuinely aims to enhance streaming options for users, or if it is merely a “vanity project,” as Screen International described it, or if the service is just a means to promote the sale of other Apple products. Unsurprisingly, the executives interviewed asserted that the service is founded on a dedication to delivering distinctive and high-quality shows and films.
The interview shed additional light on how Apple TV leadership perceives this commitment. Zack Van Amburg, another of Apple’s heads of worldwide video, stated:
A fundamental principle of everything Apple engages in is prioritizing humanity, which encompasses everything from app development to hardware design, and all aspects in between. We strive to think more profoundly about that.
Our shows and films often revolve around emotional journeys, the stakes involved, even in comedic scenarios.
