Apple Wants to Draw Subscribers to Apple TV+ With More Feature Films

Apple is ramping up its efforts to produce feature films, according to a new report from The Information. Apple has a limited number of high profile films already, including "Palmer," "Cherry," and "Greyhound," and sees it as a way to draw more people into Apple TV+.

Apple TV Ray Light Teal Film
Apple has been telling studio executives that it is aiming to do more than 10 to 12 original movies per year for ‌Apple TV‌+, which would let it better compete with other streaming services like Netflix, Hulu, Disney+, and HBO Max.

To facilitate its push into feature films, Apple has hired Jessie Henderson, who was previously the executive vice president of feature films for the HBO Max streaming service. She will join the ‌Apple TV‌+ team run by Jamie Erlicht and Zack Van Amburg, reporting to Matt Dentler, an ‌Apple TV‌+ executive who handles original films.

Compared to other streaming services, ‌Apple TV‌+ is still in its infancy and Apple is working hard on content to bolster the service and make it more attractive to subscribers. Apple is still giving people who buy a new device a free year of service, and those who originally redeemed that free year when ‌Apple TV‌+ launched in November 19 continue to have access at no cost as Apple continues to extend the trial period.

Apple has continued its free trial periods to give people more time to get hooked on the original content available on ‌Apple TV‌+ before having to pay for a subscription. At this time, Apple is also reimbursing those who pay for ‌Apple TV‌+, so the service is making little to no money at this time.

Popular Stories

iphone 16 pro models 1

Here's How the iPhone 17 Pro Max Will Compare to the iPhone 17 Pro

Saturday July 5, 2025 1:00 pm PDT by
Apple should unveil the iPhone 17 series in September, and there might be one bigger difference between the Pro and Pro Max models this year. As always, the Pro Max model will be larger than the Pro model:iPhone 17 Pro: 6.3-inch display iPhone 17 Pro Max: 6.9-inch displayGiven the Pro Max is physically larger than the Pro, it has more internal space, allowing for a larger battery and...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro to Reverse iPhone X Design Decision

Monday July 7, 2025 9:46 am PDT by
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year. In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
imac video apple feature

Apple Launching These 15+ Products Later This Year

Sunday July 6, 2025 8:05 am PDT by
The calendar has turned to July, meaning that 2025 is now more than half over. And while the summer months are often quiet for Apple, the company still has more than a dozen products coming later this year, according to rumors. Below, we have outlined at least 15 new Apple products that are expected to launch later this year, along with key rumored features for each. iPhone 17 Series iPho...
iOS 26 Feature

Everything New in iOS 26 Beta 3

Monday July 7, 2025 1:20 pm PDT by
Apple is continuing to refine and update iOS 26, and beta three features smaller changes than we saw in beta 2, plus further tweaks to the Liquid Glass design. Apple is gearing up for the next phase of beta testing, and the company has promised that a public beta is set to come out in July. Transparency In some apps like Apple Music, Podcasts, and the App Store, Apple has toned down the...
iPhone Car Key Kia

Here's Which Vehicles Offer iPhone Car Keys

Sunday July 6, 2025 3:03 pm PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. Apple has a web page with a list of vehicle models that ...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 14 New Features

Friday July 4, 2025 1:05 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are just over two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:Apple logo repositioned: Apple's logo may have a lower position on the back of the iPhone 17 Pro models, compared to previous...
iphone 17 pro render majin bu

New iPhone 17 Pro Renders Highlight Apple Logo and MagSafe Design Changes

Sunday July 6, 2025 8:43 pm PDT by
New renders today provide the best look yet relocated Apple logo and redesigned MagSafe magnet array of the iPhone 17 Pro and iPhone 17 Pro Max. Image via Majin Bu. Several of the design changes coming to the iPhone 17 Pro model have been rumored for some time, such as the elongated camera bump that spans the full width of the device, with the LiDAR Scanner and flash moving to the right side. ...
iPhone 14 Pro Dynamic Island

iPhone 17 Models Rumored to Feature Redesigned Dynamic Island

Monday July 7, 2025 7:38 am PDT by
iPhone 17 models will feature a redesigned Dynamic Island user interface, according to a post today from Digital Chat Station, an account with more than three million followers on Chinese social media platform Weibo. The account has accurately leaked some information regarding future Apple products in the past. The account did not share any specific details about the alleged changes that are ...
Prime Day 25 Feature Warm Triad

The Best Prime Day Deals on AirPods, iPads, MacBooks, and More

Monday July 7, 2025 10:55 am PDT by
Amazon is back with its annual summertime Prime Day event, lasting for four days from July 8-11, the longest Prime Day yet. As it does every year, Prime Day offers shoppers a huge selection of deals across Amazon's storefront. With the event now underway, we're tracking numerous all-time low prices on Apple gear right now. Note: MacRumors is an affiliate partner with Amazon. When you click a...

Top Rated Comments

richman555 Avatar
56 months ago
I have found Apple TV+ to be a tad too political for my liking and really not in my demographic.
Score: 39 Votes (Like | Disagree)
justiny Avatar
56 months ago
Before everyone starts in on the ”tv+ is a failed experiment” because Apple has extended the free trial a few times (aka the classic “Apple is doomed” meme), it’s reasonable to believe Apple is taking a hit right now on tv+ to benefit the platform down the road. It’s no different then grocery stores losing money by offering sales on packs of soft drinks or Costco offering gas at $0.20 less per gallon than the corner gas station. This is done to get people *into* the store and buy stuff they never would have considered; tv+ is yet another gate into the walled garden.

I also believe the tv+ catalog has improved dramatically since its launch (Ted Lasso is a must see).
Score: 16 Votes (Like | Disagree)
now i see it Avatar
56 months ago
The content they currently have doesn't justify a monthly subscription.
Score: 12 Votes (Like | Disagree)
SirAnthonyHopkins Avatar
56 months ago

I do not see Apple ever making anything like The Mandalorian, Stranger Things
Worth watching the trailer for Foundation. Looks like it could be Apple’s first proper blockbuster show.
Score: 10 Votes (Like | Disagree)
Thunderstrike76 Avatar
56 months ago

I have found Apple TV+ to be a tad too political for my liking and really not in my demographic.
Just out of curiosity what did you not like that was too political?
Score: 8 Votes (Like | Disagree)
michaelprescott Avatar
56 months ago
I absolutely love Apple TV (the hardware) and how fluidly it integrates with all other Apple's devices. Being able to tell Siri to turn on all of our equipment, play songs, movies, shows and more, is awesome and convenient. Even their software, interfacing and searching for content is light years ahead of other apps and services in it's simplicity and quality.

Where they've fallen short (and it's not even entirely their fault) is they caved to the demands of production companies, and allowed them to pollute Apple TV content with a plethora of crap apps, alternative streaming services. Each one pleading for another $5, $8, even more dollars per month. No one wants that. No one wants to subscribe to yet another platform just so they can find maybe one nugget of a show or movie that's exclusively on that "app", and then be stuck paying throughout the remainder of the year, hoping, waiting, for maybe another quality show to be released. We're bled dry from it, and it's just too much to even try to keep track of, so we just don't even bother.

But, this is how Apple is going to win. Producing and owning truly high quality content. Focusing on quality vs. quantity, and then maintaining a curated, high quality, simple (to use and pay for) platform. Once their library is well populated, people won't even glance at the dozens of other streaming services.
Score: 8 Votes (Like | Disagree)