Apple TV isn’t going anywhere once John Ternus takes over as CEO. This week, he praised the streaming service’s momentum and promised to keep building on it.
Ternus takes the reins from current Apple CEO Tim Cook on September 1. His comments suggest Apple’s entertainment push will remain a priority, even though the streaming service reportedly loses money each year.
John Ternus praises Apple TV’s momentum
Apple TV has made a name for itself with prestige shows like Severance and Ted Lasso, but it’s been a costly bet. The streaming service reportedly loses more than $1 billion a year. But Apple knew from the start it would need to pour money into Apple TV to eventually make it a success. And Apple’s next CEO is on board with that plan.
Ternus spoke with Reuters about his company’s streaming service on the red carpet for the premiere of Ted Lasso season four, held at the Academy Museum in Los Angeles on Monday.
During the exchange, Ternus did not hold back on his enthusiasm.
“I think we have such tremendous momentum right now on Apple TV,” he said. “There’s so many amazing shows, so many amazing characters and stories.” Ternus said he plans to keep building on that success.
It’s a notable moment. Ternus built his career in hardware, not entertainment. He oversaw the iPad, AirPods and the recent iPhone models during his 25-year tenure at Apple.
Some expected the incoming CEO to shift his focus back toward devices. Instead, Ternus used one of his first public moments to back Apple’s TV ambitions.
Cook echoes the sentiment
Tim Cook also attended Monday’s Ted Lasso season four premiere. He will step into the role of executive chairman when Ternus takes over in September. Cook explained Apple’s approach to entertainment in simple terms.
“Our role is to be the best; that’s our lane,” Cook said.
He also drew a contrast with rivals who chase sheer content volume, saying Apple aims to stand out through quality instead. Pointing to Apple’s willingness to take creative risks, Cook added that the company wants to make shows where it can innovate in ways others might not.
What’s next for Apple TV viewers
Season four of Ted Lasso premieres on Apple TV on August 5.
Feels good to be back.#TedLasso returns August 5. pic.twitter.com/6bUpL1OQLT
— Apple TV (@AppleTV) July 28, 2026
And producer/director Ben Stiller also teased the third season of Severance on Monday.
“To return to work is to return home.”
Kier Eagan pic.twitter.com/wI1OumVmcL
— Ben Stiller (@BenStiller) July 27, 2026
A sequel to the hit F1 movie is reportedly in development, according to Apple services chief Eddy Cue.
Between new seasons, movie sequels and Ternus’ public support, Apple TV looks set for a busy stretch. Whether that translates into profitability remains to be seen. For now, at least, Apple’s incoming CEO wants Apple TV fans to know one thing: The shows aren’t stopping.
Anurag Chawake is a tech-focused writer specializing in smartphones, apps and consumer technology. His interest in computers began during the Windows 98 era, eventually leading him to explore everything from operating systems to mobile devices and PC hardware. Anurag previously contributed to The Indian Express, covering Apple, Android, gaming and the broader technology landscape.
