The most successful Apple TV+ series to date, Severance, is set to air its season finale next week. Apple is eager to retain the new subscribers who signed up for TV+ to watch Severance, and to achieve this, its current content strategy inspired by HBO is about to face a significant trial.
Apple TV+ adopts HBO’s strategy of prioritizing quality over quantity
Traditionally, HBO has garnered a loyal audience by delivering high-caliber television shows.
While it may not produce the highest volume of content, it consistently offers some of the finest programming available.
Apple TV+ has attempted to replicate this approach and has even been dubbed ‘the new HBO’ at times.
However, it’s worth noting that even HBO, in today’s streaming landscape, does not thrive in isolation. It’s part of the broader Max subscription, which grants access to an extensive archive of Warner Bros. hits among others.
In contrast, Apple continues to gamble that it can maintain viewer subscriptions as long as at least one high-profile show is currently airing. For Apple, it’s all originals, all the time.
This strategy will soon be tested with the conclusion of Severance.
Apple anticipated the success of Severance season 2 and was ready
There are numerous indicators suggesting that Apple was aware—or at the very least, had a strong intuition—that the second season of Severance would be a significant success.
The inaugural season garnered widespread critical acclaim and won over audiences. Furthermore, the lengthy three-year gap between seasons only heightened the excitement.
Apple announced the premiere date for Severance’s second season well ahead of its typical release schedule—an entire six months beforehand.
Additionally, last summer, Apple unveiled that Severance would deviate from the usual Apple TV+ release format upon its onset. Unlike most other Apple TV+ series, which release the first two episodes simultaneously, Severance opted to premiere just a single episode.
Moreover, the extensive marketing campaign Apple launched for Severance was unprecedented. From the viral Grand Central pop-up to Tim Cook’s public appearances, a website takeover, and the accompanying book, The You You Are, the efforts were substantial.
Clearly, Apple has designed its strategy around the expectation that Severance would resonate with audiences. The subsequent content schedule following Severance underscores this anticipation.
What’s next for Apple TV+? The post-Severance slate
Given that Apple was evidently prepared for the potential popularity of Severance’s second season, it stands to reason that the post-Severance Apple TV+ content lineup has been meticulously crafted.
As we look forward to Apple TV+ releases this spring, two main points are evident:
- No significant increase in content output, but…
- Apple has deliberately scheduled standout series to maintain the momentum generated by Severance
These insights reaffirm that Apple is placing its bets on the HBO model rather than following the path of Netflix.
Apple could have increased its content volume to capitalize on Severance’s success, but it chose not to.
The upcoming lineup from March to June is pretty much consistent with Apple’s established release patterns.
However, there are notable flagship series slated for release that Apple hopes will help retain subscriber interest.
- In late March, Dope Thief appears as a promising new crime thriller, while The Studio is garnering praise as potentially the best show of 2025 so far.
- April’s highlight is Your Friends & Neighbors, starring Jon Hamm as a character entwined in a double life of crime.
- May introduces Murderbot, an eagerly awaited sci-fi series featuring Alexander Skarsgård.
- Lastly, June brings the debut of Stick, a golf comedy series starring Owen Wilson.
Although detailed information about Stick is sparse, the other upcoming Apple TV+ shows have the potential to become significant successes for the platform.
Apple’s strategy hinges on the idea that having at least one must-see, high-caliber series airing at any given moment will keep its TV+ subscribers engaged.
This approach has historically proven effective for HBO. Only time will tell if Apple can replicate that success in the current streaming environment.
Apple TV+ is available for $9.99 per month, featuring popular series and films such as Ted Lasso, Severance, The Morning Show, Silo, and Shrinking. Additionally, various ways to access free content are available.
