Incoming Apple CEO John Ternus said Apple TV will remain a priority and continue to grow under his leadership [1].
The transition in leadership marks a pivotal moment for Apple as it seeks to diversify its revenue streams beyond hardware. By doubling down on entertainment and services, the company aims to deepen user engagement within its ecosystem through high-profile content and strategic partnerships.
Ternus made the remarks on July 27, 2026 [2], during the red-carpet premiere of the fourth season of "Ted Lasso" in Los Angeles [3]. The event served as a backdrop for the company to signal its long-term commitment to the streaming sector. Ternus is scheduled to officially assume the role of CEO in September 2026 [4].
During the event, Ternus said that the momentum built by the company's movie and television divisions would persist. "Apple TV stays a priority once I become CEO," Ternus said [5]. He indicated that the company intends to build upon the progress made in original programming to expand its global footprint in the entertainment market.
Outgoing CEO Tim Cook also spoke about the company's future direction, suggesting that Apple will pursue more aggressive, high-visibility initiatives. Cook said that the company would make more "Formula 1-style bets" [6]. This suggests a strategy of investing in premium, global sporting events, or spectacles to drive subscriptions and brand prestige.
Cook expressed confidence in his successor's ability to lead the tech giant through this next phase. "John Ternus is ready to be a first-class CEO," Cook said [7].
The focus on streaming and sports reflects a broader shift in Apple's corporate strategy. While the company remains a leader in consumer electronics, the growth of Apple TV and similar services provides a recurring revenue model that is less dependent on the hardware upgrade cycle of the iPhone.
“"Apple TV stays a priority once I become CEO."”
The transition from Tim Cook to John Ternus suggests a continuity of strategy rather than a pivot. By prioritizing Apple TV and pursuing high-profile sports-style investments, Apple is attempting to transform from a hardware company into a comprehensive services and media powerhouse, reducing its vulnerability to fluctuations in the global smartphone market.
