Apple Corporation is pursuing a bold strategy to invest about one billion dollars each year in film production for theatrical release. This development is being reported by Bloomberg as part of a broader plan to expand the company’s footprint in Hollywood and cinema markets around the world.
According to Bloomberg, Apple intends to begin its extensive foray into feature filmmaking this year. The lineup reportedly includes Martin Scorsese’s The Flower Moon Killers, Matthew Vaughn’s high‑octane Argyle, and Ridley Scott’s historical drama Napoleon. The approach signals a deliberate move to secure a place on major stages and to generate prestige projects that can drive audiences to Apple’s ecosystem.
Bloomberg also indicates that Apple Pictures plans a wide rollout of these films, distributing them to thousands of theaters globally. The company’s distribution plan would have the films appear in theaters first and then arrive on Apple TV+ within a month of their cinematic debuts, ensuring a rapid path from cinema to streaming. This timeline aims to maximize both theatrical revenue and streaming engagement, while keeping audiences within the Apple entertainment family.
Industry observers suggest that the overarching objective of this blockbuster strategy is to elevate Apple TV+ as a core online cinema platform. By pairing tentpole releases with a fast streaming window, Apple hopes to attract more subscribers and deepen engagement beyond the existing user base. While exact subscriber numbers have not been disclosed, analysts speculate that the audience would grow significantly from today while still lagging behind the scale of long established services such as Netflix.
In related industry chatter, there have been reports that the company is shifting some internal policies to better align with its creative and operational goals. Some sources indicate changes in work arrangements and organizational practices as Apple seeks to attract top talent and streamline production workflows for film projects, a move that could influence how the company staffs its theaters and post production operations. This potential readjustment reflects Apple’s broader ambition to integrate its hardware, software, and entertainment offerings into a cohesive, end-to-end experience for viewers around the world.