Even Apple TV+’s Biggest Stars Don’t Know How Their Shows Are Doing

Service stays mum on strategy while greenlighting second seasons of most series

The Morning Show is one of several Apple TV+ original series that will be returning for Season 2. Apple TV+

Apple TV+ made its first ever appearance at the Television Critics Association’s biannual press tour, though unlike most other broadcast, cable and streaming outlets participating in the two-week event, the company declined to put any executives for its new streaming service on stage or make them available for interviews. That decision leaves the thinking behind Apple TV+’s long-term strategy a mystery, following a rocky debut last November.

@kelseymsutton kelsey.sutton@adweek.com Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.