"Apple's $200 Million Big-Screen Gambles: The Aftermath of 'Argylle' Bombing"

Apple has spent $200 million on big-budget movies like "Argylle," "Killers of the Flower Moon," and "Napoleon," with mixed box office results. While these films may not recoup their investments in theaters, they could attract subscribers to Apple TV+ and generate awards buzz. Despite concerns about profitability, Apple's deep pockets allow it to continue experimenting with its film strategy, which prioritizes prominence over profits. However, the company's theatrical flops raise questions about its long-term viability in the movie industry and its ability to attract top talent.