Apple’s incoming CEO John Ternus is planning to build on the company’s progress in the movie and television business as he prepares to take over the leadership role, according to a Reuters report from Los Angeles yesterday.

Ternus, who is set to become Apple’s CEO in September, is expected to continue the company’s focus on strengthening its entertainment offerings through Apple TV. The move comes as Apple looks to grow its presence in the highly competitive streaming market.

Apple entered the original content business in 2019 with Apple TV, investing in films and series to compete with major streaming platforms. Over the years, the service has gained recognition for several successful projects, including the Oscar-winning film ‘CODA’, racing drama ‘F1’, and hit series such as ‘Ted Lasso’ and ‘The Studio’.

The company has followed a different strategy from many rivals by focusing on a smaller number of premium titles rather than releasing a large volume of content. Apple believes that high-quality storytelling and strong partnerships can help it stand out in the entertainment space.

Current Apple CEO Tim Cook has supported this approach, saying the company aims to create content that adds value for audiences. Under Ternus’ leadership, Apple is expected to continue investing in movies and television while exploring new opportunities to expand its entertainment business.