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Source: Huanqiu.com

[Global Network Technology Comprehensive Report] July 23 news, according to foreign media reports, since its launch in 2019, Apple has invested more than $20 billion in original program production on its video streaming service Apple TV+, but this large investment has not brought the expected market returns. Faced with this situation, Apple has begun to adjust its strategy in the field of film and television content, reducing spending and seeking more rational investment methods.

Since its launch, Apple TV+ has been aiming at high-quality original content, inviting many Hollywood stars to join at great expense, and producing a series of star-studded, well-made dramas and movies. Although these works have won numerous awards and praise, Apple TV+'s market share has always been sluggish. According to statistics, in the US market, Apple TV+'s TV ratings are only 0.2%, far lower than Netflix's 8%, and even the daily playback volume is less than Netflix's total daily playback volume.

Faced with severe market conditions, Apple has to start reflecting on its streaming strategy. According to foreign media reports, Eddy Cue, head of Apple's services department, has been meeting with studio heads regularly to review budgets and urge them to exercise more control over project spending. Apple hopes to change its image as the industry's largest spender with little success and achieve sustainable development through stricter budget control and more cautious spending methods.

Specific measures include reducing advance payments for shows, accelerating the elimination of underperforming series, and postponing projects to better manage costs. For example, the production of the science fiction drama "Foundation" was postponed to avoid budget overruns caused by strikes by actors and screenwriters. In addition, Apple has become more stringent in screening new projects, and some projects that may have been accepted before are now rejected.

Although Apple is adjusting its strategy, it has not completely given up its pursuit of high-quality original content. Apple is still willing to invest heavily in some high-potential projects. For example, the actors' salaries for the new season of "The Morning Show" exceeded US$50 million (about RMB 364 million). However, overall, Apple TV+ has begun to tighten its belt and seek a more rational way of investment.

This shift is similar to other film and television giants such as Disney, Warner Bros., and Paramount, which are all cutting streaming budgets to cope with increasingly fierce market competition. Apple hopes to improve the market competitiveness of Apple TV+ through more precise investment and more efficient operations, attract more users and increase subscription revenue.

However, the road ahead for Apple TV+ is still full of challenges. How to maintain high-quality content output while controlling costs? How to attract more users and increase market share? These issues require Apple to continue to explore and solve in its future development. But what is certain is that with the continuous changes in the market environment and the increasing diversification of consumer demand, Apple TV+ must continue to innovate and adjust its strategy in order to remain invincible in the fierce competition.