Apple's soon-to-be CEO aims to expand the company's ventures in film and television.

      John Ternus has dedicated 24 years to developing Apple's hardware, and as he assumes the role of chief executive on September 1, he takes control of a company characterized by iPhones and silicon rather than high-end television. However, one of the initial topics Ternus chose to address publicly was not related to either. At the Los Angeles premiere of the fourth season of *Ted Lasso* this week, he expressed his intention to continue building on the success Apple has achieved in film and television, calling it a service filled with “amazing programs with great characters and stories,” as reported by Reuters.

      While this was a minor statement, it was significant. Ternus earned his reputation as the hardware chief responsible for the iPad and the transition to Apple silicon, and his ascension to the top position was largely interpreted as a commitment to engineering rigor, particularly at a time when Apple is trying to catch up in AI.

      His early remarks indicating a continued focus on entertainment matter, as they imply that this division, despite being costly and unprofitable, will remain a priority.

      The leadership transition has been in place since April, when Apple announced that Tim Cook would step down as chief executive to become executive chairman after nearly 15 years, with Ternus, who is currently senior vice president of hardware engineering, named as his successor. Cook will assist in the transition while still overseeing policy and regulatory matters, but starting in September, the company will be under Ternus’s direction.

      The progress he mentioned is tangible, albeit expensive. Apple launched its streaming service in 2019, and three years later, *CODA* made it the first streaming platform to win the Academy Award for best picture.

      Success continued with *Severance*, which contributed to a record 81 Emmy nominations for the company in 2025, and *The Studio*, which became the most-awarded freshman comedy in Emmy history. This summer, *Ted Lasso* premiered its fourth season, five years after it first made the Apple platform a topic of conversation.

      Additionally, there was the Brad Pitt racing film released last summer, which grossed over $600 million globally, becoming Apple's highest-grossing original film and Pitt's biggest international success before arriving on the company's platform in December. For a studio that had previously struggled to convert critical acclaim into commercial success, this film was the most evident indication that Apple’s aspirations could yield results both in theaters and during award seasons.

      However, the financial aspects remain challenging. According to a March 2025 report from *The Information*, Apple's streaming service was losing over $1 billion annually, with around 45 million subscribers. While this loss is negligible for a business that recently reported $111.2 billion in quarterly revenue, it remains a concern.

      Cook's tenure focused on returning cash to shareholders, and Ternus takes the helm just as Apple relaxes this strategy, lowering its net cash neutral target to allocate funds for AI and acquisitions. It is unclear whether this new willingness to invest will extend to entertainment, as Apple has not disclosed its planned spending on content under Ternus or whether it intends to replicate the *F1* model, which involved a significant theatrical release and a matching marketing budget.

      At the premiere, Ternus’s comments reflected more of a sentiment than a strategy: he believes the shows are strong, there is momentum, and he hopes it continues. Currently, entertainment is one of the few areas where Apple can credibly assert it is making creative advancements, even while it works to catch up in other sectors.

      As an engineer by training, Ternus will primarily focus on more complex challenges during his initial period, with Siri and the broader AI initiatives taking precedence. His choice to commend a football comedy highlights how much Apple values the narratives it presents on screen.