GoKawiilApple’s CEO transition will undoubtedly impact the whole company to varying degrees, including its services division. A new report sheds light on how John Ternus might approach the Apple TV streaming service specifically.
Incoming CEO John Ternus might have bigger ambitions for Apple TV
John Ternus, Apple’s incoming CEO, built his career in hardware. Though he recently took on design leadership too, Ternus’s expertise has always been hardware.
As a result, fans of Apple services like Apple TV may wonder about the future of those efforts.
Hollywood has long questioned whether Apple’s streaming efforts are a long-term strategy or short-term experiment, and the new CEO being a hardware expert has raised those concerns again. Here’s Matt Belloni on X:
Quick, someone tell John Ternus he now runs a Hollywood studio. — Matthew Belloni (@MattBelloni) April 20, 2026
However, a new Deadline report has encouraging claims about Ternus’s interest in Apple TV specifically.
Jill Goldsmith writes:
People inside Apple’s Cupertino HQ and in L.A. also call Ternus a fan of the streaming service [who] watches its programming. “If anything, John wants to make it more competitive,” says one Apple insider. […] Ternus attended Apple TV’s F1 premiere and is a known racing fan. Apple TV last fall inked a five-year rights deal for Formula 1 in the U.S. Ternus also is said to have a strong relationship with Apple Services SVP Eddy Cue, who oversees Apple TV.
Making Apple TV more competitive presumably would mean ramping up budgets and output so the streamer can better compete with the likes of Netflix, Disney+, and HBO Max.
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