Apple's CEO change will affect all divisions of the company to varying degrees, including the services division. A new report offers some insights into how John Ternus may approach Apple TV's streaming service.
New CEO John Ternus May Have Bigger Goals for Apple TV
John Ternus, Apple's new CEO, has built his career on hardware. Although he has recently taken on design leadership, Ternus's expertise has always been in hardware.
Therefore, fans of Apple services like Apple TV may be curious about the future of these efforts.
Hollywood has long questioned whether Apple's streaming efforts are a long-term strategy or a short-term experiment, and the new CEO's background as a hardware expert has brought these concerns back to the forefront. Here’s a post from Matt Belloni on X:
Quickly, someone needs to tell John Ternus that he’s now running a Hollywood studio.
— Matthew Belloni (@MattBelloni) April 20, 2026
However, a new Deadline report makes encouraging claims about Ternus's interest in Apple TV.
Jill Goldsmith writes:
People in Cupertino and L.A. say Ternus is a fan of the streaming service and watches its programs. “If anything, John wants to make it more competitive,” says an Apple insider. […]
Ternus attended the F1 premiere of Apple TV and is known to be a prominent racing fan. Apple TV signed a five-year rights deal for Formula 1 in the U.S. last fall. Ternus is also said to have a strong relationship with Eddy Cue, Apple Services SVP, who oversees Apple TV.
Making Apple TV more competitive will likely mean increasing budgets and production so that the streaming service can better compete with rivals like Netflix, Disney+, and HBO Max.
Despite Apple TV's strong reputation for delivering high-quality content, it still remains a niche player compared to most of its competitors.
Apple has not shared official subscriber numbers, but Apple TV rarely appears in Nielsen streaming data. Recently, Monarch: Legacy of Monsters managed to break into the top 10 list, but even then, it only reached the 10th spot.
As a big fan of Apple TV myself, I hope Ternus at least maintains the current status and allows the streaming service to focus on its strengths.
Would you like John Ternus to change something about Apple TV? If so, what? Share with us in the comments.
Apple TV is available for $12.99 per month, or you can get it at a discounted rate through the Apple One bundle.
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