Uma pesquisa da Omdia revelou que donos de iPhones costumam gastar mais por aplicativos de microdramas (as novelas verticais) que donos de smartphones com Android — inclusive em países como o Brasil.
Por aqui, 48% dos usuários do iPhone pagam por esse tipo de conteúdo, contra 39% do Android. Na Alemanha, as porcentagens são de 49% contra 44%, enquanto na Coreia do Sul elas são de 59% contra 45%.
Nos Estados Unidos, a situação é um pouco mais equilibrada. Por lá, 69% dos usuários do iPhone disseram pagar por conteúdos, enquanto no Android o número caiu apenas um ponto percentual, mais especificamente para 68%.
O relatório também concluiu que usuários do iPhone gastam aproximadamente US$14 por semana nesses apps, enquanto no caso de donos de smartphones com Android o gasto é de cerca de US$10 por semana.
Divulgação/Omdia
A Omdia destaca que esse resultado vai de encontro a suposições que geralmente relacionam o consumo de novelas verticais a um público com menos poder aquisitivo, que geralmente é mais associado ao Android.
No entanto, é importante ressaltar que ela leva em consideração não apenas o consumo, e sim a compra de conteúdos — que costuma ser mais frequente no iOS em praticamente qualquer tipo de aplicativo.
Inspirada no romance “Last Days”, de Adam Nevill, “Ascension” acompanha Rose, uma documentarista e mãe recém-divorciada. Ela é especialista em revelar as verdades dos outros, mas luta para resolver as suas próprias. Quando Rose inicia um projeto sobre uma misteriosa seita do século XX conhecida como Igreja da Ascensão, ela encontra um refúgio inesperado em seus ensinamentos — até descobrir algo muito mais insidioso por trás de tudo.
“Ascension” explora o mal e a inocência em seu nível mais elevado, questionando até onde somos capazes de ir — e o que estamos dispostos a sacrificar — para proteger aqueles que amamos, mesmo quando a maior ameaça a eles podemos ser nós mesmos.
O projeto é do Apple Studios e terá como showrunners conjuntos Natalie Erika James (que também será diretora principal) e Christian White, com roteiro de James, White, Alfonso Cuarón e seu irmão, Carlos Cuarón.
The deeper she looks, the darker it gets.
Alfonso Cuarón re-teams with Apple TV and Anonymous Content for a new psychological horror thriller series starring and executive produced by Caitríona Balfe about a documentary filmmaker investigating a mysterious cult.#Ascension —… pic.twitter.com/WTddbntxGd
Quanto mais ela investiga, mais sombrio tudo se torna.
Alfonso Cuarón volta a colaborar com o Apple TV e a Anonymous Content em uma nova série de suspense e terror psicológico — estrelada e com produção executiva de Caitríona Balfe — sobre uma documentarista que investiga uma seita misteriosa.
“Ascension” marca a mais recente colaboração entre Alfonso Cuarón e o Apple TV, após a aclamada minissérie “Disclaimer”. O projeto marca ainda a segunda parceria entre a Apple e Balfe, que também aparecerá no filme “Tenzing”.
O Apple TV está disponível no aplicativo Apple TV em mais de 100 países e regiões, seja em iPhones, iPads, Apple TVs, Macs, dispositivos Android, smart TVs ou online — além de também estar em aparelhos como Roku, Amazon Fire TV, Chromecast com Google TV, consoles PlayStation e Xbox. O serviço custa R$29,90 por mês, com um período de teste gratuito de 7 dias. Por tempo limitado, quem comprar e ativar um novo iPhone, iPad, Apple TV ou Mac ganha 3 meses do Apple TV. Ele também faz parte do pacote de assinaturas da empresa, o Apple One.
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The Morning Show Season 5 will officially conclude one of the longest-running and most recognizable dramas on Apple TV when it premieres in 2027.
Apple confirmed that the fifth season will be the last, allowing Jennifer Aniston, Reese Witherspoon and the creative team to complete the stories of Alex Levy, Bradley Jackson and the troubled journalists surrounding their fictional television network.
Aniston and Witherspoon will return as stars and executive producers. Both indicated that the ending was planned while the season was being developed, giving the writers an opportunity to create a deliberate conclusion rather than leaving the characters suspended after an unexpected cancellation.
Apple has not announced a specific premiere date or episode schedule. The company has released first-look images featuring Aniston and Witherspoon together, confirming that production on the final chapter is moving forward for a 2027 arrival.
Image Credit: Apple Inc.
The Morning Show Season 5 Brings a Planned Ending
The Morning Show Season 5 was originally announced in September 2025, shortly before the fourth season premiered. At the time, Apple presented the renewal as another chapter for an established global hit without indicating that it would end the series.
The decision to identify it as the final season changes the expectations surrounding every storyline. Rather than creating another crisis that could lead into a sixth season, the writers can determine where the central characters belong after years of professional upheaval, corporate conflict and personal compromise.
Showrunner Charlotte Stoudt suggested that the final episodes will examine what the journalists ultimately choose for themselves. That direction fits a series in which success has rarely provided its characters with stability or satisfaction.
Alex and Bradley began the drama from sharply different positions. Alex was an established television personality attempting to protect her career during a public scandal, while Bradley entered the network as an unpredictable outsider. Their relationship developed through rivalry, loyalty, separation and repeated confrontations with the institutions employing them.
The final season can now treat those ambitions as completed journeys rather than temporary stages. Alex must decide what remains worth defending after years of negotiating with executives, billionaires and political interests. Bradley must determine whether pursuing the story at any personal cost remains sustainable.
Season four moved the drama into a media environment shaped by deepfakes, conspiracy theories, corporate influence and uncertainty over what audiences can trust. Its story continued examining how journalism operates when the network reporting the news is also affected by commercial priorities and internal power struggles.
Apple has not disclosed the central subject of Season 5. The first-look images concentrate on Aniston and Witherspoon, placing their complicated partnership back at the center after a fourth season that separated the characters through an international crisis.
A Flagship Series That Grew With Apple TV
The Morning Show debuted on November 1, 2019, the same day Apple launched its streaming service.
Its position in the original lineup made the series more than another drama acquisition. Apple needed recognizable performers and an ambitious production capable of signaling that the new platform intended to compete for major television audiences and awards.
Aniston and Witherspoon provided immediate visibility, while the newsroom setting allowed the series to respond to current debates involving workplace misconduct, corporate accountability, political polarization and the influence of television journalism.
The first season began after allegations against morning-show anchor Mitch Kessler, played by Steve Carell, forced the network to restructure its leading program. Alex attempted to retain control while Bradley was selected as an unconventional replacement capable of changing the tone of the broadcast.
Later seasons expanded far beyond the original scandal. The drama incorporated the COVID-19 pandemic, a technology billionaire attempting to acquire the network, the merger of UBA and NBN, artificial intelligence, misinformation and international political pressure.
The willingness to move quickly into recognizable real-world subjects became part of the identity of The Morning Show. Its fictional network frequently operated only a short distance from controversies affecting actual media companies, public figures and technology platforms.
The approach sometimes pushed the series toward heightened melodrama, but that excess also distinguished it from a conventional workplace production. Executive decisions, personal betrayals and breaking-news events could carry the intensity of a political thriller.
Billy Crudup became one of its most acclaimed performers as Cory Ellison, the charismatic executive whose enthusiasm for disruption regularly concealed more complicated motives. Crudup won two Emmy Awards for the role and will return for the final season.
Apple executives have described the production as a defining part of the streaming service. Ending it after five seasons closes a direct connection to the original Apple TV launch lineup while allowing the platform to preserve the series as a completed story.
Image Credit: Apple Inc.
The Final Cast Adds More High-Profile Names
The final season will bring back Aniston, Witherspoon, Crudup, Mark Duplass, Nicole Beharie, Nestor Carbonell, Karen Pittman and Jon Hamm.
Hamm joined the series as Paul Marks, a technology billionaire whose business ambitions and relationship with Alex reshaped the third season. His continued presence indicates that the consequences of his involvement with the network have not been fully resolved.
Several new performers will enter the drama for its last run. Apple has assembled additions including Jeff Daniels, Reneé Rapp, Jesse Williams, Sean Hayes and Lizzy Caplan, although complete character details remain limited.
Daniels brings a particularly appropriate history to the production after starring as news anchor Will McAvoy in The Newsroom. His presence creates an immediate association with another television drama concerned with journalism, newsroom ethics and the conflict between ratings and public responsibility.
Rapp returns to a major television role after building her music career and appearing in projects including The Sex Lives of College Girls and Mean Girls. Williams previously spent more than a decade on Grey’s Anatomy, while Hayes is best known for Will & Grace and has expanded into dramatic work.
Caplan has moved between comedy, drama and thrillers through projects including Masters of Sex, Fleishman Is in Trouble and Fatal Attraction. The scale of the additions suggests that the final season will introduce another major institutional or professional conflict rather than concentrating exclusively on farewell scenes.
Stoudt remains showrunner and executive producer. Mimi Leder continues as director and executive producer, while Media Res, Echo Films and Hello Sunshine remain behind the production.
Aniston described the opportunity to finish the story knowingly as a way to honor the characters with intention. Witherspoon emphasized that the series was never only about the personalities appearing on television, but also about the role of journalism and the people responsible for protecting the press.
That theme gives the final season a defined destination. The Morning Show began by asking whether a television institution could survive the misconduct it had protected. Its last episodes can decide whether the journalists inside that institution changed it, escaped it or became part of the machinery they once believed they could challenge.
Emily Wilson’s 2017 translation of Homer’s epic—the first by a woman—was called a woke “abomination” by online reactionaries. Christopher Nolan’s film is facing similar critiques.
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