Ted Lasso poster by Apple. Illustration by Mike Sullivan
Sept. 10, 2021 6:00 AM PDT

When Apple launched its Apple TV+ service nearly two years ago, executives throughout Hollywood and Silicon Valley snickered about the streaming video service. This dilettante—which knew everything about making phones and nothing about making movies and television—would surely lose interest in the business before long, they wagged.

It turns out the opposite is true. Next year, Apple intends to significantly up its output of new TV shows and movies to at least one a week, according to a person familiar with the matter, more than double its pace this year. It also plans to spend more than $500 million on marketing Apple TV+ this year, another person familiar with the matter said.

And while Apple TV+ still lags far behind the much bigger streaming services from Netflix, Amazon and Walt Disney, its subscriber numbers are respectable, even more so considering how deeply the pandemic disrupted the production of shows and movies last year. Analysts previously estimated that the service had around 40 million subscribers at the end of last year, a figure a person with knowledge of the numbers said remained roughly accurate as of this summer. Approximately half of the subscribers are paying for the service, while the others are on free trial periods, this person said.

Get access to exclusive coverage
Read deeply reported stories from the largest newsroom in tech.
Latest Articles
 
Coinbase Pulls Back Its Startup Investing as Others Weigh Options
Coinbase CEO Brian Armstrong. Photo: Bloomberg
Investors are fleeing crypto as the markets collapse. So will big crypto companies keep pumping money into startups to help the fledgling industry stay afloat? So far, the data is mixed. On one hand, industry giant and once prolific investor Coinbase has been tapping the brakes. Its venture arm, Coinbase Ventures, invested in just eight companies in June—including decentralized crypto...
Latest Briefs
 
StockX Cuts 8% of its Staff
Arm CEO Says Chip Firm Could Pursue More Deals After IPO
Taiwan’s GlobalWafers Plans to Build $5 Billion Chip Wafer Plant in Texas
Stay in the know
Receive a summary of the day's top tech news—distilled into one email.
Access on the go
View stories on our mobile app and tune into our weekly podcast.
Join live video Q&A’s
Deep-dive into topics like startups and autonomous vehicles with our top reporters and other executives.
Enjoy a clutter-free experience
Read without any banner ads.
Amazon's logo on a tent at Cannes this week. Photo by Reuters.
Amazon
Amazon’s Ad Staffers Flee Amid Complaints of Bloat, Bureaucracy
In the years immediately before Covid-19 sidelined the global advertising festival in Cannes, Amazon kept a low-key presence at the annual gathering of ad and tech people.
Crypto Markets
Tech’s Worst-Timed Deals: Six Acquisitions That Have Not Improved With Age
As tech valuations collapse to a fraction of where they were last year, executives likely have a few regrets.
Art by Clark Miller
Scene and Heard Crypto Culture
‘The Last Great Party’: With Crypto Winter Coming, NFT Lovers Try to Stave Off Reality
Ten days before NFT.NYC began last Monday in New York, I interviewed the conference’s founder, Jodee Rich, about how the crypto market’s collapse would impact this year’s gathering.
Tesla's Fremont factory, in a photo taken in May 2020.
Exclusive Autonomous Vehicles
At Tesla, Returning to the Office Creates New Problems
On the evening of June 8, speaking from Tesla’s factory in Fremont, Calif., Elon Musk addressed a few dozen of the electric car maker’s employees in person, and thousands more in a livestream.
Signage at VidCon 2016. Photo by Shutterstock
VidCon Returns as Chill Falls on Creator Economy
VidCon, the annual gathering of social media creators, fans and industry representatives, will descend on Anaheim, Calif., Wednesday for the first time since 2019.
Opinion Media/Telecom
The Question Plaguing Connected TV: Who’s Watching?
PARQOR is part of The Information’s newsletter network. To receive it in your inbox every Monday, Wednesday and Friday, sign up here .