Apple CEO Tim Cook today said that Apple TV+ is driven by a commitment to storytelling and artistic excellence, rather than an effort to boost iPhone sales.In a new interview with , Cook said that Apple's video streaming platform is designed to support original storytelling and cultural influence, distancing the initiative from any direct hardware-related sales strategy.The position is a notable clarification amid long-standing belief that Apple TV+ functions primarily as a marketing tool to strengthen brand loyalty and drive product purchases.
Apple TV+ debuted in November 2019.Apple deliberately chose to launch with only original titles and not to license a back catalog.Cook said: Cook said that Apple TV+ is consistent with Apple's identity as a "toolmaker," a term originally used by co-founder Steve Jobs: The remarks come as Apple prepares to debut , a $200 million racing film starring Brad Pitt, co-produced by Lewis Hamilton, and directed by 's Joseph Kosinski.
The film represents the largest production effort to date by Apple Original Films and will be distributed theatrically by Warner Bros.before arriving on Apple TV+.Apple developed camera technology specifically for capturing high-speed racing sequences in F1, which is apparently now present on the latest iPhones.
Cook added that 2025 is the first year the platform will release a full, weekly content slate, unaffected by the COVID-19 pandemic and industry strikes.
