Is it just me or is Apple TV+ kicking things up a gear?

Tim Cook Apple TV+
Tim Cook Apple TV+ (Image credit: Apple)

I'm sat looking at the iMore homepage right now and I'm seeing five of eight posts are something related to Apple TV+. We have new series' being signed, promos for existing shows, and more. And it highlights something that's been on my mind for a few weeks – Apple TV+ is kicking things up a gear.

For the last couple of weeks, it's felt to me like I'm writing about Apple TV+, in some form or another, more than almost anything. Apple Car is up there because it's everywhere right now, but the volume of Apple TV+ posts can't be ignored.

Just in the last 24 hours we've seen Apple TV+ promote Servant and sign a a new show called Dolly. Clare Danes has signed on for The Essex Serpent and the For All Mankind season two promotion continues. Then there's the news that Palmer has proven to be a hit on its opening weekend – something that should be a surprise to nobody.

Apple TV+ June 2021 Extension

Apple TV+ June 2021 Extension (Image credit: Apple TV+)

As someone who writes about this stuff on the daily, it absolutely feels like Apple TV+ is growing more quickly than ever, with new shows appearing, new seasons of old ones being announced, and big names signing on almost every day. And despite confidence in Apple TV+ seemingly low as indicated by the ever-extending trial, it's increasingly clear that Apple's coffers are being raided to pay for it all, with no end in sight. If Apple TV+ ultimately fails to make a dent in the streaming world, it won't be for the lack of trying, that's for sure.

There's a school of thought that Apple's extension of the Apple TV+ trial is to give it time to get more content onto the service before people are forced to start paying, and that makes the kind of sense that just does. I pay for Apple TV+ as part of the Apple One subscription but I think I'd keep it around regardless. For All Mankind season two is around the corner and who knows what else will be on the horizon by the time that's done and dusted. At the rate Apple TV+ seems to be expanding right now, the future seems bright.

Now Apple just needs to get people to begin paying for the thing.

Oliver Haslam

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too. Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.