Re: Apple TV (the studios and the content)... it is a bit of mystery: it's very worthy and good - arguably one of Tim Cook's finest achievements - but not a runaway success in a very competitive post-TV market. Steve Jobs shepherded Pixar into the world, and I'm sure he'd consider Apple TV (again the content arm) a comparable achievement.
Steve Jobs called the original Apple TV a "hobby", and, similarly for now there isn't any pressure for it to massively grow.
I wonder what Apple TV would look like if they didn’t have Ted Lasso to put out during peak Covid. That’s really their only large mainstream success and in my estimation that success was largely a product of circumstance.
I love their SciFi material but two seasons of severance in three years won’t keep people subscribed. The only reason I have Apple TV for more than a month or two out of the year is due to the bundle plan math working out with family sharing.
In no particular order:
Silo For All Mankind Tehran Foundation (“meh-ish, but watchable”) Slow Horses Murderbot Shrinking …
I don't watch much of it but I do think Apple TV could end up a big winner in the TV wars. The shows they put out are quality and you know they are going to be renewed unlike a Netflix. It seems the strategy is to go for HBO's old position as the king of quality but that is built over decades.