But it hasn't been afraid to get into bidding wars.
From Joe Flint's "Apple’s ‘Quality Over Quantity’ Approach Pays Off at Oscars" posted Monday by the Wall Street Journal:
Apple's boutique-store approach to streaming is paying off with tastemakers.
While Apple TV+ doesn’t have nearly as deep a catalog as streaming giants such as Netflix Inc. and Walt Disney Co. ’s Disney+, it has become a critical darling. Sunday night’s Academy Award win for “CODA”—the first time a streaming service won best picture—comes just months after Apple TV+’s “Ted Lasso” took home the Best Comedy trophy at the Emmy Awards.
Launched in 2019, Apple TV+ has opted for a more tactical approach to streaming than its rivals—Netflix, Amazon.’s Prime Video, Disney+ and AT&T’s HBO Max—which are locked in an arms race to create as much content as possible...
Helmed by former Sony Television executives Jamie Erlicht and Zack Van Amburg, Apple TV+ has also made plenty of deals with big-name talent and companies including Julia Louis-Dreyfus, producer Ridley Scott and Imagine Entertainment.
Apple occasionally gets into bidding wars for content. It has bested Netflix and others out for several high-profile projects, including “Killers of the Flower Moon,” a coming Leonardo DiCaprio movie directed by Martin Scorsese.
My take: CODA was captured in a bidding war. Apple paid $25 million for a Sundance movie that cost $10 million to make. Then it reportedly spent another $10 million promoting it to the Academy. It's a game Harvey Weinstein perfected, and Apple played it well.