With the lackluster performance of most of its shows and movies, critics and industry insiders are questioning why Apple continues to invest resources into the streaming space.

While Apple TV+ has garnered praise for its critically acclaimed programming, the service has struggled to attract a significant audience. According to Antenna, a subscription-tracking service, Apple TV+ had a mere 18 million US subscribers as of January, a fraction of its competitors like Netflix and Disney. Apart from the breakout hit "Ted Lasso," most of Apple TV+'s content has failed to resonate with viewers.

Bloomberg's Lucas Shaw reports that Apple executive Eddy Cue has instructed Apple's studio heads, Zack Van Amburg and Jamie Erlicht, to tighten the reins on spending. This move comes as Apple looks to exert more control over the budgeting process for its projects, including reining in excesses like the upcoming season of "Severance," which is estimated to have a staggering cost of $20 million per episode.

The tension between Apple's lavish spending and the lack of viewership raises questions about the company's strategy and long-term goals for Apple TV+. Critics argue that Apple's vast financial resources, with its market value exceeding $3 trillion and yearly profits surpassing $100 billion, have made it an overly generous check writer in Hollywood. Apple's insistence that its spending is justified further muddies the waters, particularly when recent box-office underperformers are touted as profitable ventures.

Since the introduction of Apple TV+ in 2019, the purpose behind the streaming service has been a topic of speculation. Apple aims to expand its revenue streams beyond its flagship products like the iPhone, and Apple TV+ was positioned as a potential moneymaker. Furthermore, Apple seeks to leverage the service as a marketing tool, hoping that engaging content would encourage consumers to purchase more Apple devices, even though the shows and movies can be accessed on non-Apple platforms.

Despite these explanations, doubts remain about the effectiveness of Apple TV+ as a service or marketing strategy. Its limited popularity and struggles to find a significant audience cast doubt on its ability to bolster Apple's services push or drive device sales. With recent budget cuts, questions about the future direction of Apple TV+ persist, but the company has yet to provide a clear response.

As Apple grapples with these challenges, industry experts and observers are left wondering whether Apple TV+ can successfully navigate the competitive streaming landscape and establish itself as a viable player. Only time will tell if Apple's efforts to scale back spending will help reshape the streaming service's trajectory and attract a larger viewership base. Meanwhile, the question of Apple's intentions and motivations behind Apple TV+ remains unanswered.