2025 is a banner year for Apple TV+

It was reported in 2024 that Apple TV+ was losing a billion dollars a year, which was met with something close to a shrug from Apple CEO Tim Cook.

Apple TV+ could almost be considered ‘entertainment-washing’. Apple isn’t fussed by subscriber numbers, as long as it’s boosting Apple’s reputation in the entertainment industry.

It seems so unfussed by its subscriber numbers (thought to be a meagre 45 million worldwide) that it hands out three-month subscriptions with abandon. It reminds me of Sony’s constant pushing of its 360 Reality Audio service with its new headphones, and similar to Apple, it’s an offer not many seem to be taking up.

And yet, 2025 looks like being Apple TV+’s best year in terms of output. F1: The Movie has been a hit with cinemagoers and critics; even though, as an F1 fan, I take some umbrage at some of the silly things and generic storytelling of that film.

Then there’s Severance, The Studio, Smoke, Shrinking, Dope Thief, Murderbot, and a new season of Foundation. There’s plenty of variety and little repetition. It’s what I like about Apple TV+ – a focus on quantity over quality.

I can’t say I’ve watched Netflix as much this year as in previous years, only checking in when a season of Squid Game drops, and then when the last season of Stranger Things arrives.

That’s a problem I’m sensing with Netflix at the moment, with a few of its major series ending and not much else on the horizon; while Apple TV+ has got into the rhythm of a regular stream of shows. More often than not, I’m checking in with Apple TV+ to see what’s on.

The films still underwhelm

For whatever reason, streaming services really struggle at making consistently good films. Despite a few bright spots now and then, Netflix struggles (who cared enough about The Old Guard to be interested in a sequel?). Apple TV+ has picked up the same affliction.

Apple’s film offering has been, for lack of a better term, largely crap – some might be disposed to call it underwhelming.

Despite being the first streamer to win the Best Picture Oscar (that’s some mud in Netflix’s eye), it’s never really built on the lessons from that win. If anything, it’s gone in the opposite direction of small, heartfelt dramas towards massive blockbusters. Except they ain’t busting many blocks.

Ghosted wasn’t good, Argylle was flat out bad, Napoleon was ‘meh’, The Gorge was forgettable. The bright spot has been F1: The Movie, but it’s also a film I don’t have a particularly desire to see again. While I didn’t see it in IMAX, it’s the type of film that loses much of its big screen feel when seen on an iPhone or iPad.

Like pretty much every other streamer, TV series are the bread and butter of the platform.

Apple TV+ is better than you think

Apple is flinging one- and three-month subscriptions out there for anyone to try, and after five years there’s plenty of programming to catch up on.

I’ve never agreed with the criticism that it doesn’t have enough films and TV series. Actually, let me rephrase that. I don’t agree with the notion that a streaming service needs thousands of titles in its library.

You’ll never watch all those titles, and more than likely, you’ll end up watching a series of The Big Bang Theory, Friends, or a reality TV series.

It’s nice to have diversity and different approaches in the streaming market. Services like MUBI and Apple TV+ that focus on a smaller library are, I find, more interesting than the largesse of others. There’s less of that doom scrolling that infects the likes of Netflix and Prime Video where there’s too much choice.

The Emmys are weird (why is The Bear in the comedy category?), but for better or worse, there are markers of taste. And right now, Apple TV+ is serving up some tasty meals. You should give it a try.