Since last year, Apple has reportedly spent more than $1 billion to show original Apple TV+ movies (Apple Originals) to theaters before being offered via streaming. However, this strategy seems to be less successful as the number of monthly viewers of Apple TV+ is still much lower than the number of daily viewers of Netflix. This led Apple to begin licensing external content and plans to offer plans with ads.
Now Apple is reportedly considering returning the focus to Apple TV+. This means that Apple Originals films will likely go straight to streaming platforms and no longer be shown exclusively in cinemas. This change began to happen with the film Wolfs directed by Jon Watts, starring George Clooney and Brad Pitt. The film was supposed to be released in cinemas worldwide on September 20 but was switched to an exclusive release in selected countries before going straight to Apple TV+.
This change also happened after Apple is said to have realized that the marketing of their Apple Originals movies was not as well received as other Blockbuster movies. For example, Napoleon, Argylle and Killers of the Flower Moon cost over $200 million to make with returns of $221 million, $96 million and $157 million respectively. Then the latest film Fly Me to the Moon, cost $100 million but only took home $40 million.
Sources say that although Apple is seen as the richest company with the first to reach a value of $3 trillion, the low collection and which did not return the cost of production is considered a failure and not good for Apple's image. For now, some movies will receive limited screenings and only then will they arrive on Apple TV+. We will likely see many more changes to Apple TV+ such as Android device support. Let's wait together.