Apple TV+ is having an especially good year. Severance was a mainstream hit that somehow exceeded Ted Lasso’s success. The streamer had just come off a long string of other critical hits too, and Apple’s follow-through with shows post-Severance has been especially strong. After years of being called “the new HBO,” I think Apple TV+ may have finally started earning that reputation.
It’s not easy to create the next HBO, as Apple quickly learned
When Apple TV+ first debuted in 2019, Apple hyped it up as “the new home for the world’s most creative storytellers.” Prestige was the goal from the start.
Apple’s services head Eddy Cue, in an early Apple TV+ press release, put it this way:
“Apple TV+ will be home to some of the highest quality original storytelling that TV and movie lovers have seen yet.”
The streamer famously—or infamously—launched on November 1, 2019 with only nine titles available to subscribers. No library of content, only original shows and movies.
Apple’s content goal was clear: not the most, but the best.
The launch lineup included:
Per Zack Van Amburg, one of the top Apple TV+ execs:
“With Apple TV+, we are presenting all-original stories from the best, brightest and most creative minds, and we know viewers will find their new favorite show or movie on our service.”
Unfortunately, the launch slate didn’t prove as compelling to critics or viewers as Apple had hoped.
Reviews weren’t altogether bad, but they also weren’t nearly positive enough to live up to Apple’s hype.
Apple TV+ wanted to be the new HBO with its prestige content, but it stumbled out of the gate.
Apple TV+ is finally earning that ‘HBO-level’ prestige
For most of its 5+ year run, I’d argue Apple TV+ has had a higher than average hit rate for its new shows and movies. Meaning, it mostly makes high quality content.
But until recently, it’s still struggled in two areas:
- consistency
- quantity
Apple TV+ has made some really great shows. It’s also made its fair share of expensive yet mediocre shows. Consistency has been a challenge.
Even when Apple’s shows have succeeded, it’s typically one at a time. As a long-time subscriber, it’s been rare for Apple TV+ to air more than one series I cared about at a time.
But for almost a year now, the streamer has improved on both fronts.
- Apple TV+ has been debuting top-tier shows one after another since at least last summer
- And for much of that time, it’s had multiple compelling shows running at once
With Severance wrapped up, The Studio and Dope Thief have been very strong follow-ups to keep subscribers hooked. And Jon Hamm’s Your Friends & Neighbors is coming next week.
All this to say: I think that “new HBO” title is starting to fit Apple TV+ pretty well.
Apple needs to keep up its strong hit rate, and prove this past year hasn’t been a fluke.
But right now? Apple TV+ looks a lot like the new HBO to me.
Apple TV+ is available for $9.99 per month and features hit TV shows and movies like Ted Lasso, Severance, The Morning Show, Silo, and Shrinking. You can also watch free in several ways.
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