In a recent Variety interview, Cook explained that Apple TV+, launched in November 2019, was designed to deliver original content that aligns with the company’s ethos of creativity and innovation.
Unlike competitors who rely on licensed back catalogs, Apple deliberately chose to focus on original productions. “We elected not to go out and procure a catalog,” Cook said. “It didn’t feel like Apple. We’re pouring our passion into the shows, and now you can see us hitting a stride.”
This approach reflects Apple’s identity as a “toolmaker,” a term coined by co-founder Steve Jobs to describe empowering creatives. Cook noted that Apple studied the streaming industry for years before launching Apple TV+, with the goal of telling great stories while building a sustainable business. The platform’s focus on quality over quantity has led to critically acclaimed series and films, establishing Apple TV+ as a cultural force rather than a hardware-driven initiative.
F1: The Movie – A Milestone for Apple Original Films
Apple’s commitment to ambitious storytelling is evident in its upcoming release, F1: The Movie, a $200 million racing film starring Brad Pitt, co-produced by Formula 1 champion Lewis Hamilton, and directed by Joseph Kosinski of Top Gun: Maverick fame. Set for theatrical distribution by Warner Bros. before streaming on Apple TV+, the film represents the largest production effort by Apple Original Films to date. Cook highlighted its alignment with Apple’s values: “To bring something to life that would be authentic to the sport, that would tell a great story about the ups and downs of life—F1 hit on all the things.”
Apple developed specialized camera technology for F1 to capture high-speed racing sequences, now integrated into the latest iPhones. While this innovation showcases Apple’s technical prowess, Cook was clear that the film’s purpose isn’t to drive iPhone sales. “I don’t have it in my mind that I’m going to sell more iPhones because of it,” he said. “I think about it as a business, leveraging the best of Apple across our services.” The project also benefits from company-wide support, including retail operations, amplifying its reach and impact.
A Full Slate for 2025
Cook revealed that 2025 marks a significant milestone for Apple TV+, as the platform rolls out a full, weekly content slate for the first time, free from disruptions like the COVID-19 pandemic or industry strikes. This consistent schedule aims to strengthen viewer engagement and establish Apple TV+ as a daily destination for high-quality entertainment. By focusing on original stories that resonate with audiences, Apple seeks to differentiate itself in a crowded streaming market.
The emphasis on storytelling over commercial motives aligns with Apple’s broader mission. “We only have a few products for the size of company we are,” Cook said. “We pour all of ourselves into each one—TV and movies are the same way. It’s about staying true to innovation, staying true to our North Star.” This approach not only entertains but also positions Apple TV+ as a growing business with cultural and financial potential.
For tech users and entertainment enthusiasts, Apple TV+ offers a curated experience that prioritizes quality over volume. Its focus on original content means viewers get fresh, innovative stories rather than recycled catalogs. Projects like F1: The Movie demonstrate how Apple leverages its technological expertise to enhance storytelling, delivering visually stunning experiences that resonate emotionally. As Apple TV+ expands its slate in 2025, subscribers can expect a steady stream of content that entertains while reflecting Apple’s commitment to creativity.
