Apple’s foray into streaming continues to spark questions about whether its high-end productions are strategic investments or expensive side projects. CEO Tim Cook, however, maintains that Apple TV+ isn’t just a way to push more iPhones or build an ecosystem—it’s about storytelling, craft, and cultural relevance. Speaking during promotion for the upcoming “F1” movie, Cook emphasized that Apple’s streaming ambitions are rooted in creative values, not hardware sales.
Apple TV+ has earned a reputation for its deep pockets, often spending far more per title than many competitors. It’s a strategy that has drawn comparisons to Netflix and Amazon, but without the scale of their subscriber bases. Despite operating at a reported loss exceeding $1 billion annually, Apple shows no sign of shifting toward a broader catalog or licensing model. Instead, it’s doubling down on original content, with Cook reiterating that the company prefers to start from scratch rather than build a streaming library through acquisitions.
The upcoming “F1” project marks Apple TV+’s most ambitious release to date. Cook views the racing film not as a product placement opportunity but as a showcase for what Apple can contribute to visual storytelling. From cinematography that puts the viewer in the driver’s seat to an emphasis on emotional narratives, the goal, Cook suggests, is to create something immersive and authentic—an experience that resonates with viewers and aligns with Apple’s broader creative identity.
Still, Apple isn’t shying away from linking its technology to the production side. Cook noted the role of Apple’s imaging and camera tools in bringing the film’s vision to life, echoing the company’s long-standing self-image as a “toolmaker”—a nod to Steve Jobs’ description of Apple as a company that enables creators rather than competing with them.
For Cook, Apple TV+ represents an extension of Apple’s identity at the intersection of technology and the liberal arts. That ethos, he claims, informs the platform’s focus on original stories and its refusal to treat content as just another customer acquisition tool. “I don’t have it in my mind that I’m going to sell more iPhones because of it,” Cook said. “I think about it as a business.”
This approach, while high-risk, aligns with Apple’s selective product philosophy. The company’s limited product lineup allows it to invest deeply in each area it chooses to enter—including entertainment. Whether Apple TV+ ultimately evolves into a financial success or remains a prestige play, Cook’s comments suggest the company is in it for the long run, aiming to shape cultural moments rather than chase quick returns.
For now, Apple seems comfortable letting its streaming platform be a vehicle for artistic expression, rather than a tool for driving hardware sales. But in typical Apple fashion, the line between business and branding remains blurred—just tightly managed behind the scenes.
