This year has been particularly successful for Apple TV+. The series Severance has emerged as a mainstream sensation, surpassing even Ted Lasso in popularity. Following that, the platform has maintained an impressive string of successful shows, leading many to assert that Apple TV+ is finally earning its moniker of “the new HBO.”
Creating the next HBO is a challenge, as Apple swiftly discovered
Upon its launch in 2019, Apple presented Apple TV+ as “the new home for the world’s most creative storytellers,” aiming for prestige from the outset.
Eddy Cue, Apple’s services chief, articulated this ambition in a press release:
“Apple TV+ will be home to some of the highest quality original storytelling that TV and movie lovers have seen yet.”
When it famously introduced the service on November 1, 2019, Apple offered only nine titles for subscribers, lacking a catalogue of content beyond original shows and films.
The goal was clear: prioritize quality over quantity.
The initial lineup featured:
According to Zack Van Amburg, one of the key executives at Apple TV+:
“With Apple TV+, we are presenting all-original stories from the best, brightest and most creative minds, and we know viewers will find their new favorite show or movie on our service.”
Regrettably, the initial offerings did not elicit the level of excitement from critics or audiences that Apple had anticipated.
While reviews weren’t overwhelmingly negative, they certainly fell short of the high expectations set by Apple’s promotions.
Apple TV+ aimed to become the new HBO with its premium content but stumbled in the early phases.
Apple TV+ is genuinely achieving that ‘HBO-level’ prestige
Throughout its more than five-year existence, Apple TV+ has consistently delivered a higher-than-average rate of hits with new releases, indicating a focus on producing quality content.
However, until recently, it faced challenges in two critical areas:
- consistency
- quantity
While Apple TV+ has created some exceptional series, it has also produced a number of lavish yet unremarkable shows, struggling with consistency.
Typically, when Apple’s shows have found success, it has been one at a time. As a long-term subscriber, I’ve noticed that it’s uncommon for multiple series I appreciated to air simultaneously.
However, for nearly a year, the streaming service has made strides in both aspects.
- Since at least last summer, Apple TV+ has been consistently launching top-tier shows.
- For a significant portion of that period, it has had several engaging shows running concurrently.
With Severance concluded, shows like The Studio and Dope Thief have been excellent continuations to keep viewers engaged. Additionally, Jon Hamm’s upcoming Your Friends & Neighbors is set to premiere next week.
In summary, it seems that the label “new HBO” is becoming a fitting description for Apple TV+.
Moving forward, Apple must maintain its impressive production rate and demonstrate that the previous year’s success wasn’t just a one-off.
As it stands, Apple TV+ is beginning to resemble the new HBO in more ways than one.
Apple TV+ is offered at $9.99 per month and boasts popular TV series and films like Ted Lasso, Severance, The Morning Show, Silo, and Shrinking. Free viewing options are also available through various channels.
