JAKARTA - John Ternus reiterated his commitment to continue developing Apple TV's streaming service when he served as Apple's Chief Executive Officer (CEO). The statement was made during the launch of the fourth season of the Ted Lasso series, as well as a signal that Apple continues to maintain its investment in the original content business.
During the launch event held at the Academy Museum, Los Angeles, Ternus said Apple TV is currently in a positive momentum and will continue to be developed.
"I think right now we have an incredible momentum at Apple TV. There are so many amazing shows, characters, and stories, so we will continue to build on that momentum," Ternus said, as quoted by Reuters.
The statement is an affirmation that Apple TV will remain part of the company's strategy under his leadership. Previously, some observers assessed Ternus' background as a hardware engineer as potentially making Apple's focus return to device development rather than the entertainment business.
On the same occasion, current Apple CEO Tim Cook also confirmed the company's vision for the streaming service launched in 2019. According to Cook, Apple does not pursue the largest number of content, but rather tries to present the best quality of the show.
"Our role is to be the best, that's our path. We're not chasing the most numbers, because there are other companies doing that, but we want to be the best, and I feel we've really found our rhythm to make it happen," Cook said.
He added that Apple TV focuses on producing shows that have uniqueness and are able to bring innovations that are difficult to offer by other platforms. "We want to make shows where we feel we can bring something unique, innovate in a way that others may not be able to do," Cook said.
Season four of Ted Lasso was officially introduced on July 27, 2026 at a launch event in Los Angeles. The series is scheduled to be available on Apple TV on August 5, 2026.
Ternus and Cook's statements show that Apple is still maintaining its Apple TV development strategy by focusing on the quality of original content, amid increasingly fierce competition in the streaming services industry.
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