Apple Rethinks Movie Strategy After Box Office Misfires Apple Rethinks Movie Strategy After Box Office Misfires For the past few years, Apple has been making big-budget movies meant to compete with the best traditional Hollywood studios have to offer, releasing them in theaters to drive ticket sales and awards buzz. However, according to a report from Bloomberg, that strategy is about to change. The article claims that Apple is "rethinking its movie strategy" after several...