Apple’s new CEO signals the next priority: Apple TV momentum, premium content, and bigger partnerships

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Apple’s leadership transition is coming into focus—and the first big clue about what’s next isn’t only iPhone. In comments to Reuters, incoming Apple CEO John Ternus said he wants to deepen Apple’s “momentum in the entertainment business,” pointing directly to Apple TV and the company’s growing slate of original movies and series.

For wireless dealers, this matters because entertainment isn’t just “content.” It’s a retention engine: streaming habits drive data usage, upgrade cycles, and household bundling decisions (phones, tablets, TVs, and home internet).

What Ternus says Apple will prioritize

Ternus’ message is simple: Apple believes it has real momentum in Apple TV and wants to build on it. Apple has been investing in originals since 2019, and in recent years it’s landed major hits and awards—helping Apple TV become a stickier part of the Apple ecosystem.

The article also notes that what used to be called Apple TV+ was rebranded to Apple TV last year, signaling a broader push to make the service feel like a core Apple destination—not a side project.

Tim Cook backs the strategy: “best, not most”

Tim Cook (who will step down as CEO but remain in a notable role) reinforced the same philosophy at the “Ted Lasso” premiere:

“Our role is to be the best… We’re not about the most… we’re about the best.”

Dealer translation: Apple is leaning into a premium positioning strategy—fewer, higher-impact titles instead of flooding the market with volume.

Partnerships are part of the plan (the F1 example)

Cook also indicated Apple is open to more entertainment partnerships when Apple can contribute something unique. The article highlights Formula 1 as the model:

• Apple didn’t just finance the Brad Pitt-led F1 movie—it built custom camera systems to capture immersive in-car footage.

• In the US, Formula 1 races are streamed exclusively through Apple TV.

• Apple News and other services add live leaderboards, race updates, and coverage.

Dealer playbook: how to use Apple TV momentum to sell more devices and connectivity

1) Turn “content” into an upgrade reason

When customers ask “what’s new?” don’t only talk specs. Use entertainment as a lifestyle hook:

• better displays for streaming

• better speakers/earbuds for commuting

• more storage for downloads

• better battery for binge watching

2) Push the family ecosystem bundle

Apple TV works best when the household is all-in: iPhone + iPad + Apple TV device + AirPods. Dealers can increase basket size by bundling accessories and setup.

3) Use streaming to open the home internet conversation

Close question: “If your Wi‑Fi struggles during streaming or live sports, do you want to see a simpler home internet option?”

4) Sell “setup” as a paid service

Customers will pay for convenience when you offer it clearly:

• Apple ID + Family Sharing setup

• Apple TV app setup on smart TVs

• download settings for offline viewing

• data-saving settings for mobile streaming

Bottom line: John Ternus is signaling that Apple TV and entertainment partnerships will be a bigger pillar of Apple’s strategy. Dealers should treat that as a sales lever: premium content drives premium devices—and it creates natural upsells into accessories, home internet, and multi-device bundles.