Apple’s incoming CEO says he will build on the company’s film and TV momentum

Apple’s incoming CEO, John Ternus, said July 27 that he intends to build on the company’s momentum in entertainment, signaling continuity for its film and television strategy. Ternus is scheduled to become Apple’s chief executive in September 2026.

The approach covers both streaming and theatrical distribution, including Apple TV+ and the company’s movie releases. Eddy Cue, Apple’s senior executive overseeing its media and entertainment businesses, previously said Apple wanted to release more television shows and movies through streaming and in theaters.

Ternus’s comments did not set out new titles, budgets, release dates or changes to Apple’s entertainment organization. They instead point to continued investment and activity in a business that places Apple in competition with major entertainment platforms and theatrical distributors. The leadership transition could shape the company’s future decisions on streaming originals, film releases and the balance between theater and home viewing.

The next known step is the planned leadership change in September 2026, when Ternus is scheduled to take over as CEO. Until that transition, the comments represent direction for the company’s entertainment strategy rather than a newly announced slate or policy.