Apple CEO Cook: Apple TV+ Aims for Profit, Not iPhone Sales Boost

Apple Inc. CEO Tim Cook recently provided more details about the company's streaming platform, Apple TV+, emphasizing that Apple is fundamentally a "tool maker." He clarified that Apple TV+ is not merely a marketing tool for the iPhone but aims to tell great stories while becoming a profitable business. "We are a tool maker," Cook said in an interview while promoting the upcoming F1 film "F1: Drive to Survive." He was referring to Apple's computers, phones, and tablets. "We also have the ability to create tools for creative people to do things they couldn't do before. Therefore, before we officially entered the video streaming business, we had extensive cooperation with Hollywood."

Cook further stated, "Before deciding to launch Apple TV+, we had studied the film and television industry for many years. I know there are various opinions about why we entered this business. Our goal is simply to tell good stories and make it a great profitable business. That's it, simple and clear." Despite market speculation that Apple's streaming services, including Apple TV+, are primarily aimed at boosting sales of its consumer electronics, Cook denied this. "I don't think that this exclusive streaming service will sell more iPhones," Cook said about Apple TV+. "I don't think so at all. I treat it as one of the businesses. Just as we leverage the Apple brand in iPhone and various Apple consumer services, we also strive to leverage the Apple brand to its fullest in Apple TV+."

Cook emphasized that Apple's initial intention in entering the film and television industry was to "tell good stories and make good business," rather than simply driving hardware sales. Apple Original Films provides ample budget and technical support for creators on the Apple streaming platform, while Apple TV+ finds a global audience for the content, validating this vision. Apple TV+ is a global streaming subscription platform launched by Apple in 2019, while Apple Original Films is an internal film production and distribution label within Apple. The former acts as a "theater," handling consumer screenings and membership operations, while the latter focuses on project initiation, investment, shooting, theatrical promotion, and subsequent exclusive online release on Apple TV+.

Apple TV+ and Apple Original Films are two sides of the same coin: almost all feature films bearing the "Apple Original Films" logo will eventually be released on Apple TV+, and most of Apple TV+'s self-produced film content is developed by Apple Original Films. The highly anticipated film "F1: Drive to Survive," starring Brad Pitt and scheduled for global theatrical release on June 27, is a major collaboration between Apple Original Films and Hollywood giant Warner Bros. The film will first hit theaters before being exclusively released on the Apple TV+ streaming platform. Apple has been heavily promoting the film, including releasing a "tactile" trailer and incorporating the film's content into the keynote speech at the Worldwide Developers Conference.