Apple TV+ failed to secure any nominations for the 2025 Oscars. This marks a significant shift from its groundbreaking Best Picture win with CODA. This year, Blitz made the shortlist in categories like Original Score and Sound but did not progress further. Unlike Netflix, which campaigned extensively for 18 nominations, Apple took a more restrained approach. The company only promoted four films: Blitz, Fly Me to the Moon, Bread and Roses, and The Last of the Sea Women.
New Academy Rules Challenge Streamers
The Academy’s revised eligibility rules created more hurdles for streaming platforms. Films must now have a one-week theatrical release in select cities and a broader seven-day run in major markets. While Wolfs, starring Brad Pitt and George Clooney, met these criteria, Apple opted to limit its theatrical releases for other productions. These changes seem to favor traditional studios over streaming platforms, further complicating award strategies.
Apple Shifts Focus from Costly Campaigns
Oscars campaigns are expensive, often costing studios between $20 million and $30 million. Traditional studios benefit from increased physical media sales after a win. However, streamers like Apple and Netflix do not see the same long-term gains. Apple appears to have reconsidered the value of such investments, especially with its focus shifting to other priorities.
What Lies Ahead for Apple?
Despite the Oscars snub, Apple continues to develop high-profile projects. The upcoming F1, another Brad Pitt-led film, may test whether the company remains committed to theatrical releases. Apple already made history as the first streaming platform to win Best Picture. Whether it chases more awards or focuses on reshaping its streaming strategy remains to be seen.
This streamlined approach reflects Apple’s evolving priorities in an ever-changing entertainment industry. With its first Oscar win secured, Apple might prioritize innovation over traditional accolades moving forward.
