Incoming Apple CEO John Ternus has affirmed his commitment to the continued development of Apple TV, despite his engineering background. Speaking at the launch event for the fourth season of "Ted Lasso," Ternus expressed optimism about the streaming service's future.

"I think we have such tremendous momentum right now on Apple TV," Ternus stated, according to Reuters. "There's so many amazing shows, so many amazing characters and stories, and so we're just gonna keep building on that momentum."

Outgoing CEO Tim Cook, also present at the July 27, 2026 event, reiterated Apple's strategy for Apple TV, which launched in 2019. "Our role is to be the best, that's our lane," Cook said. "We're not about the most... we're about the best, and I feel like we really hit our stride in providing that." He added that Apple aims to produce unique and innovative content where it can differentiate itself.

The fourth season of "Ted Lasso" premiered at the Academy Museum in Los Angeles and is set to debut on Apple TV on August 5, 2026.