The story

John Ternus will become Apple CEO in September 2026, taking over from Tim Cook. The current hardware chief recently attended the red carpet premiere for the fourth season of Ted Lasso in Los Angeles, where he told reporters he intends to keep building on the positive momentum the company has created in entertainment. He pointed out that the platform currently features amazing programs with great characters and stories.

Apple has treated Apple TV as a brand-builder since it started releasing originals in 2019, scoring attention with hits like CODA and Ted Lasso. Cook described an approach of being the best rather than the most, and said he has been sharing that playbook as part of the leadership handoff. The company built custom cameras for the Brad Pitt film F1, carries Formula 1 races exclusively on Apple TV in the US, and pushes leaderboards and updates through Apple News and other apps.

Apple's approach ties viewing to its ecosystem rather than individual shows, creating what the company frames as an Apple-made experience where content, hardware know-how, and distribution reinforce one another. Last year, the company simplified the branding by dropping the plus sign from Apple TV. The strategy targets customer churn by making it harder for viewers to drop the service once a single series ends.