Apple’s incoming chief executive John Ternus stepped onto the red carpet for the Ted Lasso Season 4 premiere this week and made one thing clear: Apple TV+ isn’t going anywhere on his watch. The joint appearance with outgoing CEO Tim Cook—both in navy suits and ‘Believe’ pins—was a carefully choreographed signal of continuity for the streaming service, which has accumulated a record 89 Emmy nominations but remains an underdog in the crowded streaming market.
For Windows users who stream Apple TV+ through a web browser or gaming console, the event on July 29 offered neither a new Windows app nor a hint of one. But Ternus’s commitment to ‘keep the momentum up’ suggests the service will remain a priority well into his tenure, which begins September 1, 2026, when Cook becomes executive chairman.
The Red-Carpet Message: What Ternus and Cook Actually Said
In the Deadline interview, as reported by MacDailyNews, Cook pointed to Apple TV+’s 89 Emmy nominations—a company record—and the ongoing success of shows like Widow’s Bay and Silo. “We’ve been at it for seven years, and it feels like every year is better than the year before,” he said. “Now we’ve really hit our stride.” Ternus, while not announcing any new initiatives, emphasized his personal connection to Ted Lasso and described the show’s return as “an amazing message of optimism and hope and believe.” Asked about future plans, he stuck to a steady-as-she-goes script: “There’s so much great content on Apple TV, and now is just the perfect time for us to keep the momentum up.”
Why the Words Matter—Even Without Announcements
The appearance marks the first time Ternus has publicly addressed Apple’s services division, a portfolio he inherits after a career steeped in hardware. He led the Mac’s transition to Apple silicon, one of the company’s most technically ambitious shifts. Some analysts have speculated that a hardware veteran might see Apple TV+ as a distraction from product lines that generate far more revenue. The red-carpet appearance, complete with ‘Believe’ pins, was a rebuttal to that speculation: Ternus won’t starve the streaming service of resources or attention.
What This Means (and Doesn’t Mean) for Windows Users
The practical picture for Windows users remains exactly what it was before the premiere. Apple TV+ is accessible through any modern web browser at tv.apple.com, and through the Apple TV app on PlayStation and Xbox consoles. There is no native Windows app akin to the Apple Music or Apple Devices apps that the company released for Microsoft’s platform in recent years. The omission has been a minor friction point for users who prefer a dedicated desktop experience with offline downloads and tighter OS integration.
Based on Ternus’s comments—and the complete lack of any mention of Windows during the premiere—that situation is unlikely to change. Apple’s strategy for reaching non-Apple hardware has relied on the web and smart-TV platforms, and nothing in the leadership transition suggests a new push into Windows app development.
If you’re a Windows user who pays for Apple TV+, the best experience remains on a large-screen TV via a streaming device or console, where the app supports 4K, Dolby Atmos, and other premium features. The browser experience works, but it’s bare-bones.
How We Got Here: Apple TV+’s Seven-Year Climb
Apple TV+ launched in November 2019 as a $4.99-per-month service with a tiny library of original shows. It was Tim Cook’s personal bet on Hollywood talent, part of a broader strategy to grow services revenue to offset slowing iPhone sales. The early years were bumpy: critics praised The Morning Show and For All Mankind, but subscriber numbers remained a closely guarded secret.
Then Ted Lasso became a cultural phenomenon, winning back-to-back Emmy Awards for Outstanding Comedy Series. That success gave Apple TV+ the credibility to attract A-list creators and invest in ambitious sci-fi (Silo, Foundation), star-driven thrillers (Severance), and sports (Friday Night Baseball, MLS Season Pass). The service now costs $12.99 per month—more than tripling its launch price—but has yet to disclose a subscriber count. Industry estimates put it somewhere between 40 and 50 million paying subscribers, far behind Netflix (over 300 million) and Amazon Prime Video, but ahead of many niche services. The 89 Emmy nominations in 2026 mark a high point in critical acclaim, even if the mainstream audience remains smaller.
September 1 and Beyond: What the CEO Transition Actually Changes
When Cook announced in April that he would step down as CEO and hand the reins to Ternus on September 1, the press focused on the hardware-to-hardware continuity: Ternus had been Apple’s hardware chief since 2021, overseeing iPhone, Mac, and Vision Pro. Services, which account for a quarter of Apple’s revenue, seemed like an afterthought.
But Cook’s move to executive chairman—a role that allows him to stay involved in policy and major strategic decisions—means the transition is more of a baton pass than a clean break. Ternus will run day-to-day operations, but Cook’s influence on services will linger. That’s probably good news for Apple TV+ fans. Cook has been a champion of original content, even visiting sets and occasionally getting involved in show pitches. Ternus, by contrast, hasn’t demonstrated the same personal passion for Hollywood, but his public debut at a Ted Lasso premiere—and his careful language about ‘incredible storytellers’—suggests he understands the value of a service that differentiates Apple from other tech giants.
One area to watch: sports. Ternus mentioned his love for racing during the Deadline interview. While he didn’t commit to expanding Apple’s Formula 1 coverage, the door is open. If Apple TV+ chases more sports rights under Ternus, it could reshape the service’s value proposition and perhaps drive more interest on Windows via web streaming of live events.
Your Action Plan: What to Do About Apple TV+ Right Now
For existing subscribers on Windows or any other platform: Do nothing. The service continues unchanged, with new seasons of Silo, Severance, and Ted Lasso on the horizon. The leadership transition is not a reason to cancel or to worry about the service’s future.
If you’re considering subscribing, the current deal remains: $12.99 per month with a seven-day free trial, or three months free when you buy a new iPhone, iPad, Mac, or Apple TV 4K. Windows users who want to watch on a big screen should pair their PC with a streaming device (Roku, Fire TV, Chromecast) or a console to get the full app experience. The web player at tv.apple.com works for quick viewing but lacks offline downloads and often streams at lower quality than the native apps.
For those hoping for a Windows app: don’t hold your breath. Apple has shown no inclination to build one, and Ternus’s hardware background makes it even less likely he’ll push for Windows-specific software development. The company’s cross-platform strategy remains firmly focused on smart TVs, consoles, and the open web. If you need offline viewing, an iPad—even a basic model—is the cheapest gateway to the full Apple TV app ecosystem with downloads.
Outlook: Steady as She Goes
The September 1 CEO change will be a milestone for Apple, but not a disruption for Apple TV+. John Ternus has signaled—with words and with his presence at a high-profile premiere—that he intends to keep the service’s momentum going. That means more original series, more awards campaigning, and probably more price hikes over time. Windows users will remain second-class citizens on the platform, a strategic choice that reflects Apple’s broader reluctance to invest deeply in the Windows ecosystem beyond a few essential apps. The real test will come in 2027 and beyond, when Ternus begins to leave his own imprint on the company. Until then, the message is clear: keep watching, and believe.