Apple TV+: clear strategy in place, but fast subscriber growth a challenge

In 2019, Apple launched its SVOD service, Apple TV+, along with other new digital services such as Apple Arcade and Apple News+. The aim was to further strengthen its growing services business, which accounted for around a fifth of Apple’s total net revenues at the end of September 2021. Apple TV+'s launch coincided with the launch of D2C SVOD services by the US media incumbents, including Disney and WarnerMedia – setting the stage for fiercer competition in the video streaming market. With a run of a few years behind Apple TV+, now is a good time to assess its performance and consider its prospects.