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Insight of the Day: Why Apple is throwing millions at Meryl Streep and Nicole Kidman to make TV nobody watches

Apple's decision to invest millions in original TV shows featuring A-list celebrities like Meryl Streep, Nicole Kidman, and Tom Hanks, despite low viewership numbers, stems from a strategic long-term plan to enhance the Apple ecosystem and brand. By offering exclusive, high-quality content on Apple TV+, the company aims to drive subscription growth and incentivize users to purchase Apple devices that support the streaming service.

Despite the significant financial investment in original programming, many of Apple's shows have not achieved widespread popularity or high viewing numbers. While Apple TV+ boasts projects from top Hollywood names and has received critical acclaim for shows like Ted Lasso and For All Mankind, the platform still lags behind competitors like Netflix in terms of subscriber numbers and audience engagement.

The unique position of Apple as a tech company with a vast user base of iPhone and iPad owners allows them to leverage Apple TV+ as a way to monetize their existing customer base and drive sustainable revenue through subscription services. The company's strategy includes bundling Apple TV+ with other services like Apple Music and Apple Arcade under the Apple One subscription, creating a seamless ecosystem for users.

Ultimately, Apple's investment in original TV shows may not be yielding immediate results in terms of viewership or cultural impact, but the tech giant's long-term focus on building a loyal and engaged audience through high-quality content aligns with its broader strategy of integrating hardware, software, and services to drive growth and revenue. The success of Apple TV+ will likely be measured not just by viewership numbers, but by its ability to enhance the overall Apple ecosystem and customer experience.

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