Apple CEO Tim Cook: We Feel 'Really Good About Where We Are' With Apple TV+

During today's earnings call covering the second fiscal quarter of 2021, Apple CEO Tim Cook was asked about Apple TV+ and whether he would provide details on how many paid subscribers the service has.

Apple TV Ray Light 2 Purple
Cook declined to provide specific numbers, but he said that ‌Apple TV+‌ is going "very well" and that Apple feels "really good" about where ‌Apple TV+‌ is at.

TV+ is going very well, as you know the objective and philosophy of Apple TV+ is to create high-quality original content and to be one of the most desired platforms for storytellers. I see that happening day by day, we have more shows, more storytellers.

To date, Apple originals have received 352 award nominations and 98 wins. We have shows that have gotten significant buzz like Ted Lasso, The Morning Show, Defending Jacob, etc. We feel really good about where we are. We're not releasing subscriber numbers.

It's likely that ‌Apple TV+‌ paid subscriber numbers are quite low as Apple has continually extended its free trial offerings, and is also reimbursing those who do not have a free trial at this time. Apple is currently offering a free trial to those who purchased an Apple device until July 2021.

Cook was also asked if Apple had plans to raise the prices of any of its services, and he said he had nothing to announce. "We try to give customers a great value," he said.

Top Rated Comments

Seoras Avatar
10 months ago
What about the name? Is it just me or is "Apple TV" & "Apple TV+" confusing?
With hindsight maybe they should have reserved Apple TV for their streaming service and used something else for that little black set top box.
Score: 14 Votes (Like | Disagree)
BWhaler Avatar
10 months ago
AppleTV+ is the new HBO.
Score: 12 Votes (Like | Disagree)
Amacfa Avatar
10 months ago
Sorry but Apple TV Content as a whole sucks. Needs more content, more sci-fi, more action.
Less drama and documentaries, we have enough of that.
Score: 11 Votes (Like | Disagree)
countryside Avatar
10 months ago
I am disappointed in it. I loved the content, but they need to release MORE. and SEASON 2 of the shows??? Pathetic supply.
Score: 8 Votes (Like | Disagree)
mi7chy Avatar
10 months ago
Free one year subscription is the only good thing about it.
Score: 8 Votes (Like | Disagree)
TurboDrooler Avatar
10 months ago
I love the service and prefer the quality over quantity model. The Apple One bundle makes it a little cheaper too.
The last few episodes of season two of For All Mankind were some of the most tense and exciting TV I've watched in a long time. ??‍??‍?
Score: 8 Votes (Like | Disagree)

Related Stories

apple tv color balance

Apple TV's New iPhone-Based Color Balance Feature Coming to 2015 and Newer Models

Tuesday April 20, 2021 1:49 pm PDT by
Apple today announced that the Apple TV is getting a new iPhone-based color balance feature to improve a TV's picture quality. Starting with tvOS 14.5 and iOS 14.5, users will be able to hold an iPhone with Face ID near their TV and, after tapping a notification, the iPhone's front-facing camera and ambient light sensor will begin color measurements and automatically tailor the Apple TV's...
applecare apple tv

Apple Extends Standard AppleCare Plans for Apple TV From Two Years to Three

Tuesday May 4, 2021 3:00 pm PDT by
Apple today emailed customers who have purchased a standard AppleCare plan for their Apple TV devices to let them know that coverage has been extended from two years to three years. Customers who purchased AppleCare for the Apple TV will be now receiving a total of three years of coverage based on the date that they original bought the plan. AppleCare for Apple TV end dates will be...
tim cook toronto star

Tim Cook's Compensation Was Comparatively Modest Among Highest-Paid CEOs of 2020

Tuesday June 1, 2021 5:39 am PDT by
Apple CEO Tim Cook's 14 million dollar pay in 2020 was relatively modest, compared to other S&P 500 CEOs, according to the Wall Street Journal. In its annual ranking of CEO pay and compensation, the Wall Street Journal revealed that Tim Cook earned $14,769,259 last year, which is only slightly more than the median $13.4 million pay across the Standard and Poor's 500 (S&P 500) index. The Wall ...
apple tv app ted lasso

Apple TV App Available on Nvidia Shield Streaming Device Starting Today

Tuesday June 1, 2021 8:27 am PDT by
Starting today, the Apple TV app is available on the Nvidia Shield, a streaming device powered by the Android TV platform. With the addition of the Apple TV app, Nvidia Shield users can access the Apple TV+ streaming service with a subscription, TV shows and movies purchased or rented from the iTunes Store, and content from Apple TV Channels. The Apple TV app works with the built-in...
maxresdefault

Apple Shares First Look at Upcoming Movie 'Palmer' Starring Justin Timberlake

Monday January 25, 2021 11:31 am PST by
Apple today shared a first look feature of "Palmer," an upcoming Apple TV+ film that stars Justin Timberlake taking on the role of a former college football phenomenon who returns to his hometown to get his life back on track after a stint in prison. Described as a story of "redemption, acceptance, and love," "Palmer" will be released on Apple TV+ this Friday.After 12 years in prison, former ...
Apple TV Ray Light 2 Triad

Apple Extends Free Apple TV+ Trials Until July

Friday January 15, 2021 10:50 am PST by
Apple is once again planning to extend its free Apple TV+ trial subscriptions, this time until July. When Apple TV+ launched in November 2019, Apple offered free Apple TV+ subscriptions to those who purchased a new Apple device in or after September 2019. Those free subscriptions were set to expire in November 2020, but in October 2020, Apple announced that it was extending free trials...
apple tv 4k design triad

Apple TV Launch in Mainland China Reportedly Imminent [Updated]

Monday April 26, 2021 2:19 am PDT by
Apple TV has received the proper and needed regulatory approval to officially launch in mainland China, according to sources across Chinese social media platform Weibo and popular local tech blogger @Voooolks. According to the blogger, who has more than 1.4 million followers on Weibo, Apple TV has received approval from China's State Administration of Press and Publication, Radio, Film, and...
apple tv app ted lasso

Apple TV App Now Available on Android TV OS

Wednesday June 2, 2021 12:13 am PDT by
The Apple TV app is now available on the majority of devices, including TVs and streaming sticks/boxes running Android TV OS, according to a tweet by the Apple TV Twitter account. Google promised in December of last year that the Apple TV app would expand to more devices in the Android TV OS ecosystem in the near future. The Apple TV app, which offers viewers access to Apple TV+ content and...

Popular Stories

maxresdefault

Review: M1 Max MacBook Pro After Three Months

Wednesday January 19, 2022 11:30 am PST by
It's now been a few months since the M1 Pro and M1 Max MacBook Pro models launched in October, and MacRumors video editor Dan Barbera has been using one of the new machines since they debuted. Over on the MacRumors YouTube channel, Dan has shared a three month review of his MacBook Pro to see how it has held up over time and how it's changed his workflow. Subscribe to the MacRumors YouTube ...
iphone se 2020 top

New iPhone SE Likely to Launch in April Based on Production Timeframe

Wednesday January 19, 2022 6:44 am PST by
Apple suppliers will begin producing display panels for the third-generation iPhone SE this month, with final assembly of the device likely to start in March, according to information shared by display industry consultant Ross Young. Based on this production timeframe, Young believes the third-generation iPhone SE is likely to launch in the second half of April, or perhaps in early May at...
AirPods 3 New Firmware Feature

Apple Updates AirPods 3 Firmware to Version 4C170

Tuesday January 18, 2022 11:46 am PST by
Apple today released a new 4C170 firmware update for the AirPods 3, an update from the prior 4C165 that was made available in December. Apple does not offer details on what's included in new firmware updates for the AirPods‌, so we don't know what improvements or bug fixes the new firmware brings. There is no standard way to upgrade the ‌AirPods‌‌ software, but firmware is...
iPad Air Feature 2 green

New Apple Products Filed in Regulatory Database, Likely Including New iPhone SE and iPad Air

Tuesday January 18, 2022 6:11 am PST by
Apple today filed unreleased iPhone and iPad models in the Eurasian Economic Commission database, as spotted by French blog Consomac. The filings likely represent the rumored third-generation iPhone SE, fifth-generation iPad Air, and potentially more. The unreleased iPhone models have the identifiers A2595, A2783, and A2784, while the unreleased iPad models have the identifiers A2588, A2589, ...
iphone 5g mmwave

U.S. Airlines Warn of 'Catastrophic' Crisis With Impending 5G Rollout, AT&T and Verizon Agree to Delay Around Airports

Tuesday January 18, 2022 10:35 am PST by
Verizon and AT&T's upcoming rollout of new C-Band 5G technology could cause chaos and lead to widespread delays of passenger and cargo flights, major U.S. airlines said on Monday in a letter sent to the White House National Economic Council, the FAA, and the FCC (via Reuters). "Unless our major hubs are cleared to fly, the vast majority of the traveling and shipping public will essentially...
microsoft office icons

Microsoft Releases Office for Mac Update With Full Apple Silicon Support in Excel

Tuesday January 18, 2022 4:15 am PST by
Microsoft has released a new version of its Office for Mac productivity suite that includes an updated Excel app with 100% native support for Apple silicon machines. According to the release notes accompanying version 16.57, Excel will now run natively on Macs powered by Apple's M1-series processors without having to use the Rosetta 2 translation layer, which means anyone using a Mac with an ...
appleeducation

Apple's US Education Store Now Requires Institution Verification to Buy Discounted Products

Wednesday January 19, 2022 2:22 am PST by
Apple is now requiring that customers in the United States verify that they're active students, teachers, or staff members at an educational institution in order to access education discounts on products. Previously, little verification was needed for customers to purchase products through Apple's education store in the United States. Apple's education stores offer models of the iPad and Mac ...
iPhone 14 Mock pill and hole thumb

ProMotion Now Expected to Remain Exclusive to iPhone 14 Pro Models, Not Expand to Entire Lineup

Sunday January 16, 2022 8:56 am PST by
Continuing the tradition set with the iPhone 13 Pro, only the highest-end iPhone 14 models will feature Apple's ProMotion display technology, according to a respected display analyst. Ross Young, who on multiple occasions has detailed accurate information about Apple's future products, said in a tweet that ProMotion will not be expanded to the entire iPhone 14 lineup and will remain...
Beyond iPhone 13 Better Blue Face ID

Rumored iPhone 14 Pro Feature Delayed Until Next Year

Wednesday January 19, 2022 3:00 am PST by
Apple's long-rumored under-display Face ID technology will not be coming to the iPhone 14 Pro, according to recent reports. Based on the latest rumors, it now looks unlikely that the 6.1-inch iPhone 14 Pro and 6.7-inch iPhone 14 Pro Max will feature Face ID technology under the display as several reports claimed over the past year. Display industry consultant Ross Young, who often reveals ...