A year and a half in, Apple TV+ remains something of a black box. Ever since the streaming video service’s launch in November 2019, Cupertino has refused to reveal hard data about just how well Apple TV+ is doing.

In some respects, the future looks promising. Apple TV+ continues to add high-profile projects to its production queue. Apple TV+ shows and movies continue to rack up awards. And upcoming originals like an epic sci-fi adaptation of Isaac Asimov’s Foundation and the second season of surprise hit Ted Lasso are generating buzz.

Plus, with the original one-year free trials ending — and new free Apple TV+ trials slashed to just three months — the $4.99-a-month streaming service seems increasingly confident about its value proposition for viewers.

Still, the Apple TV+ library continues to be dwarfed by rivals like Netflix and Disney+.

So what does the future hold? And what does “success” look like for Apple TV+ anyway? Cult of Mac asked the Entertainment Strategy Guy, a pseudonymous entertainment executive who writes about the business, how Apple TV+ is faring and what to expect next. His responses have been lightly edited for clarity.

Apple TV+ may be only a bit-player in the streaming wars, but on a pound-for-pound quality basis, it could actually be outperforming its competitors.

That’s according to a new study by Self Financial, which compared TV and movie data from Netflix, HBO Max, Prime Video, Disney+, Hulu and Apple TV+ to find out which offered the best quality viewing experience.

Apple hasn’t yet provided details of the subscriber numbers for Apple TV+. However, based on analysis it would be highly surprising if Apple’s not losing a whole lot of money on the service.

Disney has announced that its Disney+ streaming service will increase in price by a single, solitary dollar per month. That takes the monthly cost of the streaming service to $7.99 per month — or $79.99 per year if you buy an annual subscription.

Meanwhile, the price of the Disney Bundle, which also ties in Hulu and ESPN Plus, will add the same $1 to its price tag, bringing it to $13.99 per month. These price changes will kick into effect come March 26, 2021.

Apple has hired a former executive who worked for shortform video service Quibi, in addition to Hulu and Disney, to work on growing its video-focused endeavors.

Spotted by the UK’s Telegraph newspaper, Tim Connolly recently updated his LinkedIn profile to reflect his job at Apple. It’s not evident exactly when he started working in the new role.

Upcoming live-action Disney movie Mulan will be available to purchase through Apple’s TV app, Variety reports.

A remake of the 1998 animated movie, the 2020 Mulan will cost $29.99 to purchase on third-party platforms — Apple’s included — starting September 4. If that’s the only Disney content you’re interested in seeing right now, that’s actually cheaper than watching it via Disney+.

Apple TV+ has just a tiny fraction of the U.S. streaming video market, according to a market-research firm. Even nine months after its launch, it’s well behind well-established rivals like Netflix and even the other newcomer, Disney+.

Amazon is helping us all say entertained during COVID-19 lockdowns with generous savings on its own Fire TV devices. You can pick up a Fire TV Stick for as little as $29.99, and Fire Edition TV sets from just $139.99.

All Fire TV devices now support Apple TV+ — as well as a host of other streaming services, including Netflix and Disney+. These are limited-time savings, so enjoy them before they disappear.