The streaming world is heavily dominated by Netflix, Disney+, and Prime Video, but on the side, Apple TV+ has quite carved out a niche as one of the most refined streamers in the game. Since its inception in 2019, the platform has evolved from a limited catalog to an Emmy-winning powerhouse, thanks to its brilliant shows, like Ted Lasso, Severance, Shrinking, and A-list celebrities who have starred in these projects.

With more high-quality dramas, big-name stars, and some of the best recent sci-fi shows, Apple TV+ has become much more than just a small experiment—it’s now a strong player in streaming. But what made Apple decide to join the already crowded world of streaming in the first place? In a recent interview with Variety, Apple CEO Tim Cook shared the story of how they saw a chance to do something different—and why they chose to take it.

Apple TV+ may have entered the streaming race late, but it didn’t take long for the platform to make its mark. While other services chased massive libraries and bulk content, Apple took a different path—one built on careful curation and craftsmanship. In just a few years, it has delivered a lineup of shows that consistently stand out, not just for their stories, but for how impeccably they’re made. That focus on quality is exactly what separates Apple TV+ from the pack—and it’s also what brought Apple into the streaming business in the first place.

In a recent interview with Variety, CEO Tim Cook offered insight into Apple’s idea when launching Apple TV+.

“We’ve always thought that art was a big piece of the DNA of who we are,” he explained. “But we never expected to be creating movies or TV shows.” He added, “We saw that the world was changing, and it seemed like everybody was going after quantity. We thought there was an opening for us if we really focused on high quality.”

Interestingly, although Apple had never produced movies or shows before now, the company had long played a supporting role in Hollywood through its tools, devices, and software, which have empowered artists and filmmakers for decades. With a history and strong bond with Hollywood, it felt like streaming was the next natural step.

Their aim is clear from the shows that do come out on the platform. Ted Lasso offered heartfelt storytelling with impressive attention to detail, including a real Premier League license for its fictional team, AFC Richmond (talk about production). Severance, meanwhile, impressed critics with its surreal production design and haunting atmosphere. Then there are shows like The Studio, with an A-list cast and cameos that are simply hilarious.

You can see Apple’s focus on quality in every part of their shows. This strong commitment to doing things well is what helped Apple TV+ become a major player in the streaming world.

Apple is clearly going all-in on Apple TV+, and nothing proves that more than its upcoming Formula 1 movie, directed by Top Gun: Maverick’s Joseph Kosinski and starring Brad Pitt. This is one of Apple TV+’s biggest projects so far, and Apple is doing everything it can to make it special, including using the iPhone itself to enhance the fan experience of the trailer.

For some time now, Apple has been developing a haptic audio feature that syncs iPhone vibrations with music and sound. And for the first time, that same tech has been applied to a movie trailer. When watching the F1 trailer on an iPhone, viewers can feel every thump from the engine, the stress on the tires, and the loss of grip—everything can be felt in the palms of your hands. It’s almost as if you are controlling a car in a game.

It’s a groundbreaking move that blurs the line between watching and feeling. The movie was also teased at WWDC 2025. The trailer has only added to the excitement and shows just how far Apple is willing to go to promote Apple TV+.