Scarlett Johansson's Film Fails, Apple Changes Movie Plans

Apple Inc. is reevaluating its business strategy in light of recent challenges and negative publicity surrounding its streaming service, Apple TV+. The company, traditionally known for its technology products, is recognizing the need to diversify its offerings beyond hardware, particularly as the mobile market matures. Fernando del Moral, head of La Manzana Mordida, emphasizes that Apple must seek new revenue streams, especially as it has released around 30 films in 2024 yet only two have made it into Nielsen's Streaming Top 10. Despite its efforts, Apple TV+ has struggled to gain traction, with Nielsen estimating that a mere 0.2% of U.S. viewers engage with the platform. Filmmakers like Christos Nikou have voiced frustrations over the lack of access to their own works, highlighting a disconnect between Apple’s streaming ambitions and the traditional theatrical experience. Nikou pointed out that his film, "Fingernails," was poorly distributed, opening in only a few theaters and failing to gross $100 million. In a notable shift, Apple has begun to limit theatrical releases for high-profile films, such as "Wolfs," which starred Brad Pitt and George Clooney, to just a week in U.S. cinemas following its Venice premiere. This decision reflects a broader strategy to prioritize streaming over traditional cinema, despite concerns about the viability of this approach. As Apple navigates these challenges, the company’s commitment to high production standards and cultural ties remains a focal point in its evolving identity.