This common assumption about Apple TV+ is wrong, according to Apple CEO Tim Cook

For years, there’s been a popular theory about Apple TV+, which is that the service isn’t really meant to compete with Netflix or Disney+, but rather to serve as one more way to keep people inside Apple’s walled garden. That even if Apple doesn’t make money from streaming, it’s worth it in the long run if the streaming home of Ted Lasso and Severance helps the company sell a few more iPhones or keeps users from switching platforms.

Apple CEO Tim Cook, however, wants to put that assumption to rest.