The future of streaming after boardroom shake-ups

"Apple has appointed John Ternus as CEO. He replaces Tim Cook, who becomes executive chairman. The change will be effective September 1. For the tech giant, its television platform is a secondary focus and doesn't appear likely to undergo major changes, at least not immediately. Ternus is a Formula 1 fan, and in fact, last fall, Apple TV signed a deal to broadcast Formula 1 in the U.S. for the next five years."

"Deadline also reported that Ternus has a good relationship with Eddy Cue, Apple's senior vice president of services and the person in charge of overseeing the platform. Citing internal sources, the outlet added that the new CEO wants the streaming service to be more competitive, without specifying how. Ternus's background as the head of hardware suggests he will continue to focus on Apple's core strength: its devices."

"The platform, launched in 2019, does not yet appear to be profitable. That said, it has built up a catalogue of critically acclaimed series and some major commercial hits such as Ted Lasso (returning on August 5). Apple does not disclose subscriber figures, but the latest estimate puts the total at around 45 million worldwide a figure Cue says has long since been surpassed."

"According to consultancy Antenna, Apple TV averaged 2.1 million monthly subscribers in the United States between March 2025 and March 2026, in line with Disney+ and HBO Max and well above Netflix, which"

Apple has appointed John Ternus as CEO, replacing Tim Cook, who becomes executive chairman effective September 1. Apple TV is described as a secondary priority, so major immediate changes are not expected. Ternus is linked to Apple TV’s services leadership through a reported strong relationship with Eddy Cue, who oversees the platform. Apple TV has secured a five-year U.S. Formula 1 broadcasting deal, and Ternus’s hardware background suggests continued emphasis on Apple’s device strengths. Apple TV launched in 2019 and is not yet clearly profitable, but it has built a catalog of acclaimed series and commercial hits such as Ted Lasso. Subscriber estimates place Apple TV at about 45 million worldwide, with U.S. monthly averages around 2.1 million between March 2025 and March 2026.

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