<ul data-eligibleForWebStory="true"><li>Apple CEO Tim Cook explains Apple's venture into movies and TV, focusing on cultural impact and storytelling rather than just selling iPhones.</li><li>Cook emphasizes the importance of combining technology with liberal arts and humanities in Apple's endeavors, echoing Steve Jobs' sentiments.</li><li>Apple chose to invest in creating original content rather than acquiring a catalog, aiming to pour passion into the shows.</li><li>The decision to launch Apple TV+ was preceded by years of study, driven by the goal to tell great stories and build a successful business.</li><li>Cook clarifies that the objective of Apple TV+ is not solely to sell more iPhones but to excel as a standalone business.</li><li>Apple leverages its strength in various areas, including Apple TV+, to offer high-quality content and attract top talent.</li><li>Apple's recent content lineup on Apple TV+ has been strong, featuring notable names and promising projects.</li><li>Despite market fluctuations, Apple continues to make significant investments in Apple TV+, Apple Original Films, and Apple Studios.</li></ul>

Tim Cook: This is why we decided to do Apple TV+

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