Apple’s Hollywood Gamble: Was $700 Million Spent on Films Worth It?

Apple’s bold dive into the movie industry has turned heads, especially with its hefty $700 million investment in “Killers of the Flower Moon,” “Napoleon,” and “Argylle.”

Argylle apple tv

As the anticipation builds for Oscar night, Apple finds itself in the limelight with an impressive 13 nominations, courtesy of Killers of the Flower Moon and Napoleon.

These films, despite their mammoth budgets, have managed to capture audience attention and critical acclaim, positioning Apple as a formidable contender in the entertainment arena. However, the question looms large: was the $700 million expenditure justified? (via Variety)

While both films have proven to be lucrative ventures, with both films enjoying profitable runs and high viewership on the Apple app store, Argylle has failed to live up to expectations, serving as a stark reminder of the unpredictable nature of the movie business.

Unlike its streaming counterpart Netflix, Apple has shown a keen interest in leveraging theatrical releases to bolster the reputation of its films. This strategy has yielded positive results, as evidenced by the impressive awareness scores garnered by Killers of the Flower Moon and Napoleon.

Nevertheless, industry analysts are beginning to question Apple’s expenditure strategy.


While the quality of Apple’s productions remains undisputed, concerns linger over the feasibility of sustaining such massive investments in the long run, especially in the face of stiff competition and evolving consumer preferences.

Since venturing into Hollywood in 2017, Apple’s studio heads have meticulously crafted a diverse portfolio, raking in awards and accolades along the way. However, the road ahead is fraught with challenges.

Will the tech giant opt for more modest investments, or will it double down on its blockbuster strategy?

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