Apple TV+: The New Home of Prestige Drama

With the so-called "streaming wars" now cooling off, three major services have emerged victorious in the pursuit of acclaim: Amazon Prime Video, Netflix, and Apple TV+. However, while Netflix and Prime Video have been criticised for the sheer volume of their content libraries, Apple TV+ has carved out a reputation for its smaller slate of productions, opting instead for a more considered output. Here, we've tracked the past, present, and future of the service in the prestige drama field.

Finger on the Pulse of Audience Demand

One of the features that has set Apple TV+ apart from the competition is its ability to make content for genre fans. While it has found its footing in science fiction and crime dramas, it also found early success with the acclaimed Mythic Quest. The sitcom, created by Rob McElhenney, followed a game studio working on a hugely popular mythology-themed MMORPG. While we'll never be able to try the real version of the game, fans of Greek mythology can enjoy Age of the Gods slot at Betfair. The slot offers visuals of the iconic gods and creatures, and has become one of the most popular online games in the mythology genre.

Apple TV+: Rise and Early Successes

Apple TV+ entered the competitive streaming market on November 1, 2019. Although this was 12 years after the launch of Netflix's streaming service, Apple did not try to play catch up with its biggest rival. Instead, it released a small, high-quality selection of original TV content fronted by A-list stars. It found early success with The Morning Show, starring Jennifer Anniston, and See, starring Jason Mamoa.

Its slate attracted critical acclaim, with Ted Lasso sweeping the Emmys in 2021. While one of its first original films, Greyhound, demonstrated Apple's ambitions in the film industry, its biggest triumph came in 2022 after the Apple Original film CODA won the Oscar for Best Picture. As the first streaming service to win the prestigious award, Apple TV+'s position as an industry heavyweight was cemented.

Praise for Apple TV+'s Approach

As critics have decried the glut of TV mediocre content released by Netflix, Apple TV+ has earned a reputation for its curated selection of high-quality drama. Shows such as For All Mankind and Slow Horses are considered to be among the best genre outings in science fiction and spy-thrillers respectively, with praise given to their strong creative visions.

Major industry talent has also taken notice, with the studio attracting acclaimed director Alfonso Cuarón for his first TV outing, Disclaimer. Starring Cate Blanchett, the show debuted at the Venice International Film Festival, which is one of the most highly-regarded film festivals in the world.

The show joins Severance, Pachinko, Silo, Masters of the Air, and Bad Sisters, all critically-acclaimed series that are fronted by highly-regarded creatives. Netflix productions have been derided for sharing a similar production design aesthetic. Meanwhile, Apple TV+'s programs have distinct atmospheres and looks, representing a broader spectrum of cinematic influence.

The King of Prestige Drama of Apple TV+

A strong argument has been made that the service is now the king of prestige drama. Its programming has earned more than 500 awards, a staggering achievement considering that it's only five years old. As more subscribers invest in the service, we predict a brighter future for streaming entertainment.