Apple TV+ Bets on a Few Blockbuster Shows Instead of Many, and It's Paying Off at the Emmys

Apple TV+ got 87 Emmy nominations—third place overall—but just two shows account for 42% of them. Rather than make dozens of shows, Apple has chosen to spend big on a handful of prestige productions. That strategy, pursued since 2019, reflects a confidence that quality and buzz beat quantity when building an audience.