Apple just can’t stop touting its surging revenue from subscription services. But when it comes to Apple TV+ subscriber numbers, Cupertino is keeping suspiciously quiet.

“2019 was a historic year” for Apple’s services business, CEO Tim Cook said Tuesday during the company’s latest record-smashing earnings call. He then went on to drop specific numbers about services like the App Store and Apple Pay. But when it came to new services like Apple TV+, Cook kept things decidedly vague.

Cook loves to reiterate that Apple TV+ serves as a creative place for the world’s best storytellers. And the story he’s masterfully spinning about the streaming video service is a great big mystery.

Boys State enjoyed standing ovations at the Sundance Film Festival this weekend. And Apple liked it so much, it bought the rights to this political coming-of-age story.

Everything on Apple TV+ today was released in the past few months. But Apple is reportedly in talks to buy MGM, which would bring a catalogue of classic and modern movies to the iPhone maker’s streaming video service.

A new analyst report suggests 33.6 million customers were ready and waiting to subscribe to Apple TV+ before its November launch and estimates that number could grow to 40 million subscribers by the end of this year.

If accurate, the numbers from TV industry market analyst Ampere Analysis would put Apple TV+ ahead of Hulu and Disney+, and already at more than 50% of Netflix in the United States.

Apple TV+ had its quietest week yet in terms of new shows, with (to the best of my knowledge) zero new programming uploaded Friday.

Apple Originals Servant, Truth Be Told, The Morning Show, See and For All Mankind have now concluded. All eight episodes of Little America debuted last week. And with seemingly nothing new on the calendar until Mythic Quest arrives on February 7, it could be a quiet few weeks on the Apple TV+ front.

Servant is deliberately creepy, and what the characters are eating is an important part of setting that tone. A video by Apple TV+ explains how what’s being cooked and eaten expresses the emotions of the characters in this psychological thriller.

Watch it now:

Apple Originals series Little America was rejected by a multiple networks before it finally found a home on Apple TV+. That’s according to the show’s executive producer Kumail Nanjiani.

“We pitched to a bunch of different places, and the truth is some of these more traditional outlets that have been around for decades, were a little hesitant about the show,” Nanjiani told Forbes.

Oprah Winfrey today revealed more details on her decision to not bring a high-profile documentary to Apple TV+ about alleged sexual misconduct by Russell Simmons.

She’s adamant that she still supports the women bringing the allegations, but wanted to do more investigation before releasing the documentary. And broaden its scope, too.

No less than seven new shows will debut on Apple TV+ before the middle of this year. There’s Steven Spielberg’s Amazing Stories reboot, a thriller starring Chris Evans, a mystery, two comedies and a pair of multipart documentaries.

And Apple says an animated comedy by the creator of Bob’s Burgers will launch this summer. Here’s a rundown of the other new Apple TV+ shows coming in early 2020.

A documentary series dubbed Dear… will profile internationally recognized leaders in a unique way: each will feature letters written to the subject of the biopic by people whose lives they’ve changed. That’s the source for the name of the series, which is headed for Apple TV+ in a few months.