John Ternus, Apple's incoming CEO with a hardware background, has signaled plans to make Apple TV more competitive despite his expertise in physical products. According to a Deadline report, Ternus is a fan of the streaming service and attended its Formula 1 premiere. His relationship with Apple Services SVP Eddy Cue suggests he values the platform's potential beyond just hardware.

Apple TV remains a niche player in the crowded streaming market despite offering high-quality content. The service recently secured a five-year Formula 1 rights deal in the U.S., indicating Apple's commitment to building its content library. Unlike rivals Netflix and Disney+, Apple TV rarely appears in Nielsen streaming data, though "Monarch: Legacy of Monsters" did reach the top 10 charts recently.

Ternus's interest in boosting Apple TV's competitive standing likely means increased budgets and content output. Hollywood has previously questioned whether Apple's streaming efforts represent a long-term strategy or short-term experiment. The incoming CEO's personal enthusiasm for the service suggests Apple plans to invest more heavily in its original programming to better compete with established streaming giants.