At WWDC 2025, CEO Tim Cook underscored that Apple TV+ spending aims to support artistry, not drive iPhone sales. He highlighted the costly “F1” project as proof of this commitment. In his view, massive budgets enable filmmakers to tell authentic stories with cinematic flair. Consequently, Cook insists the platform’s value lies in its creative output rather than its influence on device purchases.
Apple as a Toolmaker
Moreover, Cook described Apple as standing at the “intersection of technology and the liberal arts.” He revived Steve Jobs’s “toolmaker” concept, stating Apple builds creative tools for storytellers. By focusing on high-quality productions, the company hopes to inspire artists and engineers alike. Ultimately, this approach aims to set Apple TV+ apart as a haven for original content rather than a marketing vehicle.
Original Content Strategy
Instead of acquiring existing catalogs, Apple pours resources into original series and movies. Cook explained that buying rights would offer a quick library boost, but it would lack genuine passion. He believes investing in new projects fosters innovation and aligns with Apple’s ethos. As a result, Apple TV+ produces fewer titles but prioritizes each release’s artistic integrity.
Business, Not Promotion
However, critics view Apple TV+ as an extreme marketing tool for hardware. Cook refuted this, stating he never considers iPhone sales when greenlighting projects. “I think about it as a business,” he said, noting Apple aims to make TV+ profitable on its own merits. Consequently, the service absorbed over a billion dollars in annual costs, which the company plans to recoup through subscriptions and viewership growth.
Cultural Influence and Future Plans
Meanwhile, Apple eyes further cultural impact by exploring sports rights and partnerships. Rumors suggest potential U.S. Formula 1 broadcasting deals for 2026. Cook regards such moves as natural extensions of the “F1” film’s ambition to immerse viewers in racing culture. Moving forward, Apple TV+ intends to blend its technological strengths with storytelling to shape entertainment’s future.
