Apple TV+ is in trouble. Despite producing some of the best shows in recent years, the streaming service is losing over a billion dollars a year. Apple went all-in on quality over quantity, betting that prestige TV would attract subscribers. But the reality? Most people just aren’t watching.
Great Shows, But Who’s Watching?
From Ted Lasso to Severance, Apple TV+ has delivered some incredible original content. Critics love it. Award shows recognize it. But here’s the issue: it barely makes a dent in the streaming market.
While Netflix, Disney+, and Prime Video dominate, Apple TV+ lags behind with a tiny market share—less than 1% of global viewership. A big reason? Many users get Apple TV+ for free when they buy an iPhone or Mac, but when the trial ends, they don’t stick around.
Apple doesn’t have the massive content library of its competitors. And in an era where binge-watchers want endless choices, that’s a major problem.
Cutting Costs and Rethinking Strategy
Apple is starting to pull back. The company reportedly slashed its content budget by $500 million, and it’s reconsidering how much more it wants to invest. Unlike Netflix, which has embraced ads and password-sharing crackdowns to stay profitable, Apple still refuses to go down that road.
But that premium, ad-free experience comes at a price. Apple TV+ simply isn’t making enough money to justify its spending, and if things don’t change, Apple may be forced to rethink its entire streaming strategy.
What’s Next for Apple TV+?
So, where does Apple go from here? A few possibilities:
• An ad-supported tier – A lower-priced (or free) version with ads could help attract more users.
• Expanding the content library – Right now, Apple TV+ is all about originals. Licensing popular third-party content could keep subscribers engaged.
• Bundling even harder – Apple already pushes Apple One, but it may need to sweeten the deal to keep people subscribed.
At the end of the day, Apple TV+ is at a crossroads. It’s got the quality, but without big changes, it risks becoming an expensive side project instead of a serious competitor in the streaming wars.
