Incoming Apple CEO John Ternus Backs Apple TV, Vows to 'Keep Building'

Incoming Apple CEO John Ternus says the company plans to continue building Apple TV after he takes over in September, signaling continued investment in the streaming service.



"I think we have such tremendous momentum right now in Apple TV," Ternus said on the red carpet at the season four premiere of "Ted Lasso" at the Academy Museum in Los Angeles. "There's so many amazing shows, so many amazing characters and stories, and so we're just going to keep building on the momentum."


Ternus, who currently serves as Apple's hardware chief, is set to take over as CEO on September 1. His comments, reported by Reuters, offer one of the clearest indications yet that Apple TV will remain a strategic priority under his leadership.

Outgoing CEO Tim Cook reinforced that message, saying Apple's approach to entertainment is focused on quality rather than scale. "Our role is to be the best. That's our lane," Cook said. "We're not about the most. There are other companies that do that. But we're about the best, and I feel like we really hit our stride in providing that."

Cook also pointed to Apple's growing relationship with Formula 1 as an example of how the company can differentiate itself through technical innovation. For the Brad Pitt film "F1," Apple built custom cameras designed to place viewers inside a race car. Formula 1 races are now shown exclusively on Apple TV in the United States. "We'll do things that we can bring something unique to, where we can innovate in a way that others might not be able to," Cook said. "I feel like we're really doing that with F1. We're so excited about how we're doing there and the viewership numbers that we're getting. So more things like that would be possible."

The comments came at the premiere of "Ted Lasso" season four, which debuts August 5. Services chief Eddy Cue recently told Reuters the company's goal is to deliver "better and more" TV shows and films across streaming and theatrical releases. Cook also said he has been sharing his insights about Apple's entertainment business with Ternus as the leadership transition approaches.