Apple TV+ unveiled the first trailer for Lucky, a crime thriller led by Anya Taylor-Joy as a con artist whose multimillion-dollar heist goes catastrophically wrong. Based on Marissa Stapley's bestselling novel, the limited series follows Lucky as she flees from both federal agents and a dangerous crime boss.

Taylor-Joy also serves as executive producer on the project, marking another high-profile addition to Apple's original content roster. The show joins recent releases like Severance and Ted Lasso in the streaming service's push for prestige programming that can compete with Netflix and HBO Max.

The season premieres July 15 with two episodes, then rolls out weekly through mid-August. Apple TV+ costs $12.99 monthly in the US, positioning this series as a key subscriber retention tool ahead of the fall awards season.

Lucky represents Apple's continued investment in literary adaptations and star-driven vehicles. The company needs compelling exclusives to justify its subscription price amid intensifying streaming competition.