John Ternus walked a red carpet at the Academy Museum in Los Angeles on Monday evening and made his first public comment on the one Apple business that has yet to turn a profit. "I think we have such tremendous momentum right now in Apple TV," Apple's incoming chief executive told Reuters at the premiere of the fourth season of Ted Lasso. "There's so many amazing shows, so many amazing characters and stories, and so we're just going to keep building on the momentum." Tim Cook stood beside him. Five weeks before Ternus takes the chair on 1 September, and two days before Cook's final earnings call, the man who has spent 25 years building Apple's hardware gave Hollywood the answer it had waited three months for. He said it in the best month the service has had. Apple collected a record 89 Emmy nominations on 8 July. Its Formula 1 film is the highest-grossing sports feature ever made. The bet has form behind it.The run of form behind the sentenceAbout The AuthorAt heart, I am a storyteller drawn to the watershed moments that bend the technology landscape. I braid narrative with data, humanise statistics, and trace the arc from first spark to world-changing impact. My reportage, features and reviews are witty, sardonic, visual and vivid, using anecdote to illuminate rather than eviscerate.