Netflix CEO Ted Sarandos on Apple TV+: “I don’t understand it, but they’re really…”

Netflix co-CEO Ted Sarandos has expressed his bewilderment about Apple’s streaming strategy, suggesting the iPhone-maker’s foray into entertainment remains puzzling even after five years in the market to him.

“I don’t understand it beyond a marketing play, but they’re really smart people. Maybe they see something we don’t,” Sarandos told Variety in an extensive interview published this week covering Netflix’s 2025 lineup and competitive landscape.