The biggest Apple TV+ hit to date, Severance, is airing its season finale next week. Apple wants to keep all of its new subscribers who joined TV+ for Severance. And as part of doing that, its current HBO-inspired content strategy is about to be put to the test.
Apple TV+ is following HBO’s playbook with quality over quantity
Historically, HBO has built a strong following through producing high-quality TV shows.
It doesn’t churn out the most content, but it tends to make some of the best.
Apple TV+ has sought to follow the same playbook, and has even been called ‘new HBO’ at times.
Yet even HBO, in the current streaming era, isn’t succeeding on its own. It’s bundled into the larger Max subscription that offers access to a vast library of hits from Warner Bros. and more.
Apple, meanwhile, continues to bet that it can keep viewers subscribed if at least one prestige show is airing at a time. It’s all originals, all the time for Apple.
That strategy is about to be tested by Severance’s conclusion.
Apple knew Severance season 2 would be big, and was prepared
There are all kinds of signs that Apple knew—or had a strong hunch, at least—that Severance’s second season would be a breakout moment.
The show’s first season was critically praised, and loved by the people who saw it. And the long three-year wait between seasons only served to build anticipation.
Apple announced Severance’s second season premiere far ahead of when it normally shares release dates—a full six months in advance.
Even back last summer, Apple also shared that Severance would diverge from the normal TV+ release pattern when it debuted. Unlike nearly every other Apple TV+ show, which releases a season’s first two episodes at once, Severance would only drop a single episode for its premiere.
Then of course, there’s the unprecedented amount of marketing Apple has done for Severance. From the viral Grand Central pop-up, to Tim C’s appearance, the website takeover, and The You You Are book.
Apple seems to have been ready for Severance to break out. And if you look at its content schedule following Severance, that’s even more evident.
What’s coming next to Apple TV+? The post-Severance lineup
Since Apple was clearly prepared for Severance’s second season to take off, it stands to reason that the TV+ content post-Severance was thoughtfully designed too.
Looking ahead to the Apple TV+ content lineup this spring, two things are clear:
- There’s not an increase of content, but…
- Apple has very intentionally scheduled heavy hitters to keep the Severance momentum going
These observations affirm that Apple is betting on the HBO playbook rather than, say Netflix’s.
Apple could have ramped up its content output in anticipation of capitalizing on Severance’s success. But it didn’t do that.
The lineup from March-June includes pretty much the same quantity of releases as Apple’s norm.
There, are, however, tentpole series coming that Apple clearly hopes can keep subscribers around.
- For the remainder of March, Dope Thief looks like a compelling new crime thriller, and The Studio is being praised as perhaps the best show of 2025 so far
- In April, the big tentpole is Your Friends & Neighbors, with Jon Hamm leading a secret life of crime
- May brings Murderbot, the highly anticipated sci-fi series starring Alexander Skarsgård
- Then June debuts Stick, a golf comedy series with Owen Wilson
Not a lot is known about Stick yet, but all of the other Apple TV+ shows coming soon have potential to be noteworthy hits for the company.
Apple’s bet is that if at least one prestige, can’t-miss show is airing at a time, it can keep its TV+ subscribers happy.
That strategy has historically worked for HBO. But time will well if Apple can pull it off in the streaming era.
Apple TV+ is available for $9.99 per month and features hit TV shows and movies like Ted Lasso, Severance, The Morning Show, Silo, and Shrinking. You can also watch free in several ways.
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