Photo: Reuters

In 2019, Apple launched its streaming service, Apple TV+, with a few original shows. At first, it didn't have the large library of content that other services like Netflix offered. However, Apple took a different approach by focusing on quality over quantity, and this strategy is now paying off. As of 2025, Apple TV+ has earned 81 Emmy nominations for 14 different shows, marking its best performance at the Emmy Awards to date. Two of its standout series, Severance and The Studio, are leading the nominations in the Best Drama and Best Comedy categories, respectively.

This success is attributed to Apple's willingness to take creative risks and give filmmakers the freedom to tell unique stories. By doing so, Apple has attracted top Hollywood talent, including Seth Rogen, Ben Stiller, and Jessica Chastain, who appreciate the company's commitment to bold and unconventional storytelling.

How Apple TV+ Attracts Top Talent

Seth Rogen, a well-known actor and producer, shared his positive experience working with Apple TV+. He mentioned that when he pitched his comedy series Platonic to Apple, he was concerned that the company might impose strict limitations.

However, he was pleasantly surprised by the creative freedom they offered. For example, in one scene, characters snort cocaine and ketamine off an iPhone, and Apple allowed this without hesitation. Rogen expressed that Apple was not as restrictive as he had feared, allowing for more authentic and edgy content.

Ben Stiller, who directed and produced Severance, also praised Apple's approach. He noted that other studios were hesitant to take on the mind-bending show about characters who undergo surgery to separate their work and personal memories. However, Apple executives understood the concept and supported the project, leading to 27 Emmy nominations for the series.

Jason Segel, star of the comedy series Shrinking, credited Apple executives with recognizing the potential of a story about a flawed therapist trying to help others while dealing with his own issues. He appreciated the trust Apple placed in the creative team, allowing them to explore complex and sometimes controversial themes.

Oscar-winning actress Jessica Chastain had a similarly positive experience. She and her producing partner pitched their thriller The Savant to Apple, and the collaboration was so successful that they are now working on two more projects with the company. Chastain commended Apple's specific and constructive feedback, which she felt enhanced the storytelling rather than hindering it.

Apple's Investment in Original Content

Since its inception, Apple has steadily increased its investment in original programming. In 2019, the company spent $660 million on content; by 2025, that figure had risen to $4.9 billion. This significant investment has allowed Apple TV+ to expand its library and attract high-quality productions. As a result, the service now boasts approximately 60 million subscribers, making it a serious competitor in the streaming industry, despite Netflix's larger scale.

Apple's commitment to quality content is evident in its successful original movies and series. The film Coda won the Best Picture Oscar in 2022, and F1: The Movie, produced by Jerry Bruckheimer, was a summer box-office hit. These successes demonstrate Apple's ability to produce content that resonates with both critics and audiences.

Apple's Approach to Filmmaking

One of the key factors behind Apple's success is its approach to filmmaking. The company prioritizes creative freedom and collaboration, allowing filmmakers to bring their visions to life without excessive interference. This philosophy has attracted renowned directors and producers who value artistic integrity.

Vince Gilligan, creator of Breaking Bad, chose Apple TV+ for his upcoming sci-fi series Pluribus. He cited the opportunity to work with Apple executives Jamie Erlicht and Zack Van Amburg, who had previously worked on Breaking Bad and Better Call Saul. Gilligan appreciated Apple's support for ambitious projects and its commitment to quality storytelling.

Similarly, Jerry Bruckheimer praised Apple's dedication to authenticity in filmmaking. For F1: The Movie, Apple insisted on filming during actual Formula 1 races and building a real race car to ensure accuracy. Bruckheimer noted that this attention to detail resulted in a film that was "really well designed and beautifully done."

Apple's Position in the Streaming Industry

Apple's patient and artist-friendly approach has elevated its reputation in Hollywood and positioned Apple TV+ as a respected player in film and television production. While Netflix continues to lead in terms of subscriber numbers and content volume, Apple's focus on quality over quantity has allowed it to carve out a niche in the competitive streaming landscape.

Industry experts recognize Apple's unique position. Rick Rosen, co-founder of Endeavor talent agency, remarked that Apple has shown "a lot of patience" and has built "a very high-quality slate that's gotten people's attention." This strategy has enabled Apple to attract top talent and produce award-winning content that resonates with audiences.

In just six years, Apple TV+ has transformed from a newcomer in the streaming industry to a formidable force in Hollywood. By taking creative risks, investing in original content, and providing filmmakers with the freedom to tell their stories, Apple has earned the respect of both talent and audiences. With 81 Emmy nominations and a growing subscriber base, Apple TV+ is poised to continue its success and influence in the