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The iPhone maker has spoken to several of the largest studios about acquiring more programming from their libraries to offer customers both in the US and abroad, said the people, who asked not to be identified discussing private negotiations.
While most other streaming services have offered customers a mix of splashy new series and deep libraries of old TV shows and movies, Apple has built its paid streaming service almost entirely around original productions. It has scored a few breakout hits, such as the soccer comedy Ted Lasso and the TV news drama The Morning Show, and this week received 72 Emmy nominations, the most in its history.
But the big hits have been few and far between and many of its original films, such this year’s spy action picture, Argylle, have been duds. Just 11% of US households use Apple TV+, compared with 55% for Netflix Inc., according to the research firm MoffettNathanson LLC.
Apple licensed about 50 movies from Hollywood studios earlier this year in the US, adding classics such as Mean Girls and Titanic. That experiment went well enough that Apple has gone back to many studios for more, either to license those titles internationally or to add more.
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