Apple’s ambitious foray into Hollywood is hitting roadblocks as the company’s shifting strategy on theatrical releases alienates some of its most high-profile creative partners. The latest fallout came from Wolfs director Jon Watts, who announced he’s stepping away from the sequel to the George Clooney and Brad Pitt movie after Apple scrapped its planned wide theatrical release.
Watts told Deadline that Apple’s decision undermined his trust, forcing him to quietly return the money he received for the project. The incident sheds light on growing tensions between Apple’s financial caution and Hollywood’s expectations for theatrical commitments.
The Conflict: Wide Releases Versus Streaming Focus
Apple originally greenlit a sequel to Wolfs, buoyed by its record-breaking performance on Apple TV Plus as the “most viewed feature film” ever on the platform. However, the film’s theatrical release was canceled last minute, with the company opting instead to prioritize streaming. This pivot reportedly stemmed from Apple’s concern about overspending on wide releases following several box-office disappointments.
The shift left Watts feeling blindsided. “I was completely shocked by Apple’s last-minute shift from a wide theatrical release,” he told Deadline. Watts also accused Apple of announcing the sequel against his wishes, saying, “They ignored my request and announced it… seemingly to create a positive spin to their streaming pivot.”
Apple’s Changing Strategy
Apple’s approach reflects broader caution in its movie investments. The New York Times reported in August that Apple is scaling back its theatrical ambitions, reserving wide releases for one or two “big swings” per year, such as its upcoming F1 racing drama. Instead, the company is focusing on smaller budgets and limited releases, a strategy that worked well for Doug Liman’s The Instigators.
Liman described a positive experience working with Apple on The Instigators, noting that the company was transparent about its streaming-first intentions. However, not all directors share his sentiment.
Wider Creative Fallout
Watts is not alone in voicing frustration with Apple’s approach. Director Steve McQueen recently expressed disappointment over the limited theatrical release of his WWII film Blitz. While McQueen praised the creative freedom Apple allowed during production, he said the decision to limit the film’s audience “saddened” him.
These concerns echo a broader challenge tech companies face as they navigate the world of traditional filmmaking. Balancing Hollywood’s expectations for wide releases with the financial realities of streaming-first models often leads to friction.
A New Hollywood Reality?
Apple’s cautious strategy isn’t unique. Other streaming giants like Amazon have similarly reined in their theatrical ambitions, opting to focus on streaming success over box-office glory. Doug Liman, who worked with both Apple and Amazon, highlighted this trend in a July interview with IndieWire, sharing mixed feelings about the evolving landscape.
For Apple, this shift may be a sign of strategic maturity. The company reportedly plans to spend less per movie while continuing to invest in high-profile projects like Martin Scorsese’s Killers of the Flower Moon. However, these decisions could alienate the directors and actors Apple needs to compete with traditional studios.