Apple Wants to Draw Subscribers to Apple TV+ With More Feature Films
Apple is ramping up its efforts to produce feature films, according to a new report from The Information. Apple has a limited number of high profile films already, including "Palmer," "Cherry," and "Greyhound," and sees it as a way to draw more people into Apple TV+.

Apple has been telling studio executives that it is aiming to do more than 10 to 12 original movies per year for Apple TV+, which would let it better compete with other streaming services like Netflix, Hulu, Disney+, and HBO Max.
To facilitate its push into feature films, Apple has hired Jessie Henderson, who was previously the executive vice president of feature films for the HBO Max streaming service. She will join the Apple TV+ team run by Jamie Erlicht and Zack Van Amburg, reporting to Matt Dentler, an Apple TV+ executive who handles original films.
Compared to other streaming services, Apple TV+ is still in its infancy and Apple is working hard on content to bolster the service and make it more attractive to subscribers. Apple is still giving people who buy a new device a free year of service, and those who originally redeemed that free year when Apple TV+ launched in November 19 continue to have access at no cost as Apple continues to extend the trial period.
Apple has continued its free trial periods to give people more time to get hooked on the original content available on Apple TV+ before having to pay for a subscription. At this time, Apple is also reimbursing those who pay for Apple TV+, so the service is making little to no money at this time.
Popular Stories
Apple is planning to announce several new features for the Messages and Phone apps on iOS 26, according to Bloomberg's Mark Gurman.
In a lengthy report outlining his WWDC 2025 expectations today, Gurman said that the two main changes in the Messages app will be the ability to create polls, as well as the option to set a background image within a conversation.
9to5Mac was first to report...
While the so-called "iPhone 17 Air" is not expected to launch until September, there are already plenty of rumors about the ultra-thin device.
Overall, the iPhone 17 Air sounds like a mixed bag. While the device is expected to have an impressively thin and light design, rumors indicate it will have some compromises compared to iPhone 17 Pro models, including worse battery life, only a single ...
macOS 26 will drop support for several older Intel-based Mac models currently compatible with macOS Sequoia, according to a private account on X with a proven track record of leaking information about Apple's software platforms.
macOS 26 will be compatible with the following Mac models, the account said:MacBook Air (M1 and later)
MacBook Pro (2019 and later)
iMac (2020 and later)
Mac...
In a lengthy report outlining his WWDC 2025 expectations today, Bloomberg's Mark Gurman shared more details about iOS 26's rumored new design.
According to Gurman, iOS 26 will feature a "digital glass" design inspired by visionOS, the operating system for Apple's Vision Pro headset. That is a well-known rumor by now, but he goes on to provide some more specific details, as listed below:There ...
The iOS 26 Messages app is set to gain support for customized backgrounds for conversations, and it appears that AI will be an option for generating different looks.
According to Nicolás Alvarez, iOS 26 code suggests that users will be able to generate backgrounds for the Messages app using text-based descriptions. The feature appears to use Image Playground, and there will be Image...
Apple's long-rumored AirTag 2 might be coming soon.
In his Power On newsletter today, Bloomberg's Mark Gurman briefly mentioned that a new AirTag is "nearly ready" to launch. Last year, he said that it would be released around the middle of 2025, and the midpoint of the year is just a few weeks away.
"The new AirTag is nearly ready, having been prepared for launch over the past several...