Apple TV+ secured a company-record 29 wins at the 78th Primetime Emmy Awards, adding 9 trophies during the primetime ceremony to the 20 earned earlier at the Creative Arts Emmys. The breakout comedy Widow's Bay dominated with 14 awards in its debut season, surpassing last year's record holder *The Studio*. Key wins for the series included Outstanding Comedy Series, Outstanding Lead Actor for Matthew Rhys, Outstanding Supporting Actor for Stephen Root, Outstanding Supporting Actress for Kate O'Flynn, Outstanding Writing for Katie Dippold, and Outstanding Directing for Hiro Murai.

Other Apple winners included Rhea Seehorn for Outstanding Lead Actress in a Drama Series (*Pluribus*), Vince Gilligan for Outstanding Writing for a Drama Series (*Pluribus*), and Saul Metzstein for Outstanding Directing for a Drama Series (*Slow Horses*). Presenters Matthew McConaughey and Woody Harrelson promoted their upcoming Apple comedy *Brothers*, while Apple executive John Ternus showcased the new iPhone Duo. The service also won Outstanding Commercial for its "I'm Not Remarkable" ad.

Elsewhere, Jean Smart won for *Hacks*, Noah Wyle for *The Pitt*, Sally Field for *Remarkably Bright Creatures*, and *The Pitt* took Outstanding Drama Series. Apple TV+ remains $14.99 monthly.