Katarzyna Petru
Apple TV (formerly Apple TV+) remains true to its strategy — no ads, no licensing, just original productions. The service announces that in 2026 it will release a new series or film almost every week, and among the upcoming premieres will be more seasons of hits such as Ted Lasso, For All Mankind, and Hijack.
7 years and record results
In a conversation with Screen International, Eddy Cue, head of Apple services, and Apple TV producers Zack Van Amburg and Jamie Erlicht summarised the first seven years of the platform. Cue admitted that viewership and the number of viewers are at an all-time high for the service.
“The numbers are growing, engagement is increasing, and that’s all thanks to how much we’ve ramped up production. We knew it would take time to get to this point” – said Cue.
ChooseTV launched in November 2019 with only a few original titles and no licences — which still distinguishes the platform from Netflix, Prime Video, or Disney+.
Cinema films? “We’ll see”
In recent years, Apple has tested both cinema and streaming releases. F1 The Movie turned out to be a success, but Argylle completely failed. Nevertheless, Erlicht emphasised that Apple is not giving up on theatrical distribution, and each production will be assessed individually.
No ads – at least for now
While the competition (Netflix, Disney+, Prime Video) has introduced cheaper ad-supported plans, Apple is going in the opposite direction.
“We have no such plans. Never say never, but today we don’t see the point. We prefer to stick to a fair price and allow viewers to enjoy content without interruptions” – Cue said.
The subscription price for Apple TV+ has increased from $5 to $13 per month (approx. £55) since launch, but all productions are offered in 4K HDR with Dolby Atmos sound.
What to expect in 2026
Cue denies rumours about budget cuts. On the contrary — Apple is investing in new titles, focusing on quality, not quantity. Van Amburg revealed that in 2026, nearly 50 original titles will debut on the platform. Among them:
Greyhound 2 with Tom Hanks
Outcome with Keanu Reeves and Cameron Diaz
The Family Plan 2
Ted Lasso – new season
For All Mankind and the spin-off Star City
The Morning Show – stars return
Hijack – season 2
Slow Horses – continuation
Pluribus – new series from the creator of Breaking Bad
Down Cemetery Road with Emma Thompson
And this is just the beginning. There is also a film about UFOs in production, directed by Joseph Kosinski (Top Gun: Maverick, F1 The Movie) and another project from Jerry Bruckheimer – Razorblade Tears.
Apple is not compromising. No ads, no buying other people's libraries, no cheap tricks. It is betting everything on original, polished productions. And if we are to believe Eddy Cue, 2026 is set to be the biggest year in the history of ChooseTV.
