Apple TV+ is full of a growing slate of hit TV shows, but its movies were struggling for a while. Fortunately, the latest Apple film strategy seems to be working and there’s a strong lineup of new titles ahead.
Apple TV+ film strategy keeps changing, but latest shift is paying off
At this time last year, Apple’s movie strategy was struggling.
Box office disappointments and outright bombs had reportedly led to internal turmoil.
It was especially surprising considering the strong start Apple had with films.
In its early days, Apple TV+ focused on Oscar-worthy titles, and actually found great success. CODA was the first movie from a streaming service to ever win Best Picture—something Netflix has still yet to achieve.
But then Apple aimed more mass-market, with titles like Argylle, Napoleon, and Fly Me to the Moon getting major theatrical pushes with little to show for it.
So Apple shifted gears again.
Last fall, it canceled the planned wide theatrical release for George Clooney and Brad Pitt’s Wolfs in favor of a straight-to-Apple TV+ launch.
And it worked. Wolfs quickly became the most viewed Apple TV+ movie ever.
Then the strategy succeeded again earlier this year, when The Gorge capitalized on Severance’s fame and became Apple’s biggest movie launch to date.
And with its upcoming slate of planned releases, Apple TV+ seems poised to continue its movie success.
What’s coming next for Apple TV+ movies
Next week, Apple TV+ is premiering a new film that easily could have scored a major theatrical rollout from another studio.
Fountain of Youth is an action-adventure epic from Guy Ritchie that stars John Krasinski and Natalie Portman.
The film debuts on Friday, May 23 and looks like a fun Indiana Jones-style popcorn flick.
Then June will brings a one-two punch of new titles, one that goes straight-to-streaming while the other is a rare theatrical swing.
Echo Valley stars Julianne Moore and Sydney Sweeney in a creepy thriller that premieres, fittingly, on Friday the 13th.
Like Fountain of Youth, the title seems well suited for success on Apple TV+ as fun weekend entertainment.
Two weeks later on June 27, F1 will premiere in theaters and has a lot riding on it.
With a huge budget and major IMAX push, this next film from Top Gun: Maverick’s Joseph Kosinski will no doubt have a huge impact on Apple’s theatrical decisions in the future.
F1 will arrive on Apple TV+ at some point following its theatrical bow.
Later this summer, Highest 2 Lowest reunites Denzel Washington and Spike Lee for their fifth film. It’s a modern, NYC-set retelling of a classic Akira Kurosawa crime thriller.
The film will have a brief 2-week theatrical run for awards eligibility, then premiere on Apple TV+ on September 5.
New Apple TV+ movie strategy: wrap-up
Apple TV+ is having a big year with hit shows, so fixing its movie strategy comes at just the right time. By prioritizing straight-to-streaming releases, Apple is following the Netflix model and to early success.
All eyes in Hollywood will be on F1 to see how it tilts the scales of Apple’s theatrical decisions moving forward, but so far at least, it seems like Apple might be better off sticking with what’s working.
What do you think of Apple’s new movie strategy? Let us know in the comments.
Apple TV+ is available for $9.99 per month and features hit TV shows and movies like Ted Lasso, Severance, The Morning Show, Silo, and Shrinking.
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