GoKawiil’Think different’ was an iconic Apple ad campaign, and it might just be the best way to summarize the company’s new Apple TV+ strategy for movies. Here’s why recent debuts like Highest 2 Lowest and F1 reflect a growing trend of Apple making movies that Hollywood won’t.
Apple has found success with big-budget, original films in an industry of sequels and remakes
Just one short year ago, Apple’s movie strategy was in disarray.
Following a string of box office disappointments, the company abruptly canceled its theatrical plan for Wolfs and released the George Clooney-Brad Pitt thriller on Apple TV+ instead.
It turns out, that moment has proven pivotal for Apple’s newfound movie success.
All signs indicate Wolfs would have flopped at the box office. But on Apple TV+, it quickly became the streamer’s best performing movie of all time.
Earlier this year, The Gorge hit Apple TV+ and broke Wolfs’ newly set record for an Apple film launch.
Since then, Apple has released:
Fountain of Youth, with John Krasinski and Natalie Portman in an Indiana Jones-style adventure
F1 The Movie, by far Apple’s biggest theatrical hit ever
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