Apple’s incoming CEO, hardware chief John Ternus, said he was committed to building on the company’s momentum in the entertainment business when he takes the helm of the company on September 1st.

The technology giant began offering original TV series and films through the Apple TV+ streaming app in 2019. The company found success with Oscar best picture winner “CODA,” box-office blockbuster “F1” and Emmy-winning shows such as “The Studio” and “Ted Lasso.”

Last year, Apple dropped the plus sign and renamed the service Apple TV.

“I think we have such tremendous momentum right now in Apple TV,” Ternus told Reuters on the red carpet at the premiere of the fourth season of “Ted Lasso.”

“There’s so many amazing shows, so many amazing characters and stories, and so we’re just going to keep building on the momentum,” Ternus said

Ternus stood next to outgoing CEO Tim Cook, who said he is sharing his insights about the entertainment business as part of the leadership transition.

“Our role is to be the best. That’s our lane,” Cook said of Apple’s entertainment strategy. “We’re not about the most. There are… other companies that do that. But we’re about the best, and I feel like we really hit our stride in providing that.”

Cook said Apple was open to future partnerships in the entertainment realm if the company feels it can bring a particular expertise. He pointed to the arrangement with the Formula 1 racing league.

For the Brad Pitt movie “F1,” Apple built custom cameras to help make audiences feel like they were inside a race car. F1 races are now shown exclusively on Apple TV in the United States, and the company provides leaderboards, updates and other coverage on Apple News and other apps.

“We’ll do things that we can bring something unique to, where we can innovate in a way that others might not be able to,” Cook said. “I feel like we’re really doing that with F1. We’re so excited about how we’re doing there and the viewership numbers that we’re getting. So more things like that would be possible.”

MacDailyNews Take: Everyone’s on the same page: Last month, senior Apple executive Eddy Cue told Reuters the company’s goal was to offer “better and more” TV shows and movies on Apple TV streaming and in theaters.

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This weekend in Hall H at San Diego Comic-Con, Apple Original Films unveiled the trailer for the upcoming action feature “Matchbox The Movie” starring John Cena, premiering globally on Apple TV on Friday, October 9th.

Inspired by the iconic Mattel toys, “Matchbox The Movie” is an action-packed, globe-trotting adventure about a group of friends since childhood who have their lives upended when undercover CIA agent Sean (Cena), their long-absent former leader, returns to their small town and unwittingly gets them embroiled in a frantic international pursuit to save the world.

An Apple Original Film hailing from Skydance Media and Mattel Studios, “Matchbox The Movie” is directed and executive produced by Sam Hargrave and written by David Coggeshall. David Ellison, Dana Goldberg, and Don Granger produce for Skydance, and Robbie Brenner and Ynon Kreiz produce for Mattel Studios. Jules Daly also serves as producer. Patrick Newall and Elizabeth Bassin serve as executive producers.

Apple TV offers premium, compelling drama and comedy series, feature films, groundbreaking documentaries, and kids and family entertainment, and is available to watch across all of a user’s favorite screens. After its launch on November 1, 2019, Apple TV became the first all-original streaming service to launch around the world, and has premiered more original hits and received more award recognitions faster than any other streaming service in its debut. To date, Apple Original films, documentaries and series have been honored with 850 wins and 3,800 award nominations and counting including multi-Emmy Award-winning and history-making comedies “The Studio” and “Ted Lasso,” global cultural phenomenon “Severance,” Apple’s most-viewed drama “Pluribus,” Academy Award Best Picture winner “CODA” and Academy Award winner “F1,” the highest-grossing sports feature of all time.

MacDailyNews Note: Apple TV is available on the Apple TV app in over 100 countries and regions, on over 1 billion screens, including iPhone, iPad, Apple TV 4K, Apple Vision Pro, Mac, popular smart TVs from Samsung, LG, Sony, VIZIO, TCL and others, Roku and Amazon Fire TV devices, Chromecast with Google TV, PlayStation and Xbox gaming consoles, and at tv.apple.com, for $12.99 per month with a seven-day free trial for new subscribers. For a limited time, customers who purchase and activate a new iPhone, iPad, Apple TV 4K or Mac can enjoy three months of Apple TV for free.

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