Apple TV+ movies are making a comeback, with strong releases ahead

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 a ... Read full article.