Apple TV+ doesn’t need to be innovative to be a huge success

When Apple announced its new TV+ service (coming this fall at an unspecified price), it trotted out a parade of celebrities from Steven Spielberg to Jason Momoa, and made me feel ill with a very overwrought trailer about the all-important impact of storytelling. What it didn’t do is show us more than a few scant seconds of any of its many, many original TV shows and movies. It was as if Apple was less concerned with letting us see what we’d be paying for and more concerned with presenting Apple TV+ as a service that would change the world.

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