Apple TV+ has quietly evolved from an ambitious newcomer into a genuine contender in the streaming wars. According to Eddy Cue, Apple’s Senior Vice President of Services, the platform now boasts “significantly more than 45 million subscribers,” a figure that surpasses earlier industry estimates and signals a stronger-than-expected growth curve for Apple’s video streaming business.
The revelation came during Cue’s appearance on The Town podcast, where he reflected on Apple’s journey to carve a niche in an industry dominated by giants like Netflix, Disney+, and Prime Video. 
While Apple has raised the price of its streaming service three times in as many years, the subscriber base has continued to climb – proof that users are finding value in its original programming. The rumored figure of 45 million would already place Apple TV+ ahead of Peacock’s 41 million users, but Cue’s comments suggest that Apple has moved well beyond that threshold.
Unlike its competitors, Apple didn’t have the luxury of an existing catalog of classics to pad its lineup. Building from scratch meant producing a steady stream of original content that could stand out. Cue acknowledged the hurdles: “It’s a lot harder than it looks,” he admitted, citing setbacks from the pandemic and the lengthy writers’ strike. “We were out of production for a year and a half and then faced a nine-month strike, but where we are today is great.”
Indeed, Apple TV+’s growth has been fueled by a deliberate focus on quality over quantity. Acclaimed series like Ted Lasso, Severance, and Silo have built strong fanbases and drawn critical praise. Combined with Apple’s global reach and integration into the wider Apple ecosystem, the platform has positioned itself as a prestige destination rather than a mass-content hub. With subscriber numbers now ‘significantly more’ than 45 million, Apple TV+ seems poised to continue expanding its foothold in the crowded streaming landscape.