According to a report from The Information, Apple has invested more than $5 billion to attract 45 million viewers since the launch of Apple TV+ in 2019. Unlike its competitors, the streaming platform primarily features original content such as Severance and Ted Lasso.

Comedian Ben Stiller's series Severance, which had its second season finale on Apple TV+, has gained significant viewership and is set for renewal by Apple CEO Tim Cook. The streaming service is reportedly facing financial losses and its future hinges on Cook's decisions.

In an effort to compete with Netflix, Apple has been spending billions annually since its inception. While it has about 45 million users, it is unclear how many are paying subscribers versus those accessing content through bundles like Comcast’s StreamSaver.

Unlike other services that offer licensed content, Apple TV+ emphasizes original programming produced by Apple. The industry competition is fierce, with only a few companies having the financial resources to challenge Netflix.

Despite rising costs and declining box office revenue, Apple's investment in Apple TV+ is relatively small considering its overall profits. There are speculations that Apple might consider acquiring Disney due to its vast content library and popular franchises.

Consumers are increasingly reluctant to spend on traditional entertainment options like movie tickets, and the streaming landscape is becoming more crowded.