Apple TV+ Has ‘Proved Itself’
Even though Apple remains a bit cagey about sharing actual subscriber numbers for its new streaming service, Tim Cook did share that the streaming service has “already proved itself to fans around the world.”
During the earnings call, Cook cited the eleven Emmy Awards that have been won by content on its streaming service, including the history-making Outstanding Comedy Series award won by Ted Lasso.
While most analysts still predict that Apple TV+ is seeing sluggish growth against its competitors, it’s clear that Apple is taking a slow and steady approach to growing out its content. Estimates as to subscriber numbers vary widely, with most in the 20–40 million range, but that’s still significantly fewer than the 100-million-plus subscribers to rival services like Netflix and Disney+.
It’s also unclear how many of these estimated subscribers are still on free trials, and how many are getting the service as part of an Apple One bundle. Of course, Apple has also never been a company obsessed with numbers and market share, since those don’t ultimately matter.
The real name of the game for any company is profitability. If Apple is making its money back from Apple TV+, either directly or via the halo effect of drawing more people into the Apple ecosystem, then it’s likely accomplishing what it set out to do.