Apple TV+ is about art more than iPhone sales says Tim Cook

The immense spending on Apple TV+ projects like “F1” is less about selling more iPhones to the public, and more about the art itself, according to CEO Tim Cook.

CEO Tim Cook during the WWDC 2025 ‘F1’ skit – Image Credit: Apple

Apple TV+ is well known as a well-heeled video streaming service, with Apple losing over a billion dollars per year on it. The approach, which enables high-budget shows to be produced for the streaming platform, puts it at a par with others like Netflix, if not with the subscriber count.

The approach could be considered an extreme marketing exercise, trying to increase the sale of connected items like the iPhone and Macs. There’s also speculation that a success with “F1”“F1” could result in Apple securing the U.S. rights to the sport for the 2026 season.

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