Since Apple launched into original creations, there have been many high-quality films and series, each with excellent reviews. However, despite the quality of its content, Apple cannot convince like Netflix and Prime Video in the streaming sector. A recent report from Bloomberg specifies that the company will adjust its strategy to allow Apple TV+ to quickly increase market share!
Things will change
Apple TV+ is preparing to adopt a new strategy to attract more new subscribers. Taking inspiration from streaming giants such as Netflix and Prime Video, the company will change the distribution of its films between streaming and cinema. The objective? Prioritize the streaming platform by increasing the volume of films added each year while limiting theatrical releases.
To enrich its catalog, Apple will implement an action plan based on the production of small and medium budget films. The firm aims to produce a dozen films each year, the majority having budgets of less than $100 million. Although costs are reduced, Apple Studios and its partners will continue to pay particular attention to the quality of the storylines and production, in order to maintain the level of excellence.
At the same time, Apple will reduce the number of blockbusters intended for cinema release; Apple wants to limit this type of production to one or two films per year. The rest of the catalog will be directly offered on Apple TV+, a way of strengthening the offer for subscribers.
Recent failures in cinema
This change of direction is partly explained by the difficulties encountered recently by Apple with some of its films. Big budget productions like Killers of the Flower Moon, Napoleon, Argyle or even Fly Me to the Moon did not live up to financial expectations. Several of them have failed to make their production costs profitable. This disappointing assessment pushed the Cupertino company to review its plans: for example, the film Wolf, with George Clooney and Brad Pitt, initially planned for a theatrical release, was finally broadcast directly on Apple TV+.
Apple’s new strategy marks a transition to a model where streaming takes center stage. The era where Apple films were first released in cinemas seems to be over, which has given way to a dynamic more focused on digital and content accessible directly at home. This approach is beneficial for the French, because Apple films released in cinemas can only arrive very late on Apple TV+ due to the media chronology.
