Apple TV+ could get 'dramatic pivot' following success of 'Greyhound'

Greyhound Tom Hanks Krause
Greyhound Tom Hanks Krause (Image credit: Apple TV+)

What you need to know

  • Apple TV+ might be pivoting in its strategy.
  • It follows the success of WWII blockbuster 'Greyhound' starring Tom Hanks.
  • The shift could see Apple release more heavyweight films.

A new report says the success of Apple TV+'s WWII offering Greyhound starring Tom Hanks could signal a new direction for the platform.

As reported by Fast Company:

According to sources familiar with Apple's thinking, the success of Hanks's World War II drama Greyhound (which he both wrote and starred in) has catalyzed Apple's ambitions in feature films, which are now being amped up to (almost) Netflix-like levels.

One source says that Apple is "discussing plans to release a dozen new movies a year on Apple TV+." Releasing one film a month, two or four of the films would be "blockbuster" titles like Greyhound or the upcoming Emancipation starring Will Smith. Another source told the outlet that "Apple is telling Hollywood that it's now in the market for more tentpole-like feature films." As the report notes, this would be a big shift for Apple TV+:

This would be a dramatic pivot for Apple. When the company launched Apple TV Plus to much fanfare and hullabaloo last November, movies were something of an afterthought—unlike its TV strategy, which was crystal clear. Apple made no bones about the fact that it was interested in prestige programming in the form of glossy series along the lines of The Morning Show, populated by A-list stars such as Jennifer Aniston, Reese Witherspoon, Steven Spielberg, and Oprah Winfrey.

Greyhound reportedly set an opening weekend record for an Apple TV+ show, and if this report is correct, Apple may be looking to capitalize on its success by bringing more big-name movies to the platform in the future.

Would you like to see more high profile movies on Apple TV+? Or do you think TV shows are the way forward? Let us know in the comments!

Stephen Warwick
News Editor

Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.

Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9