Apple’s Next Big Move: Disney Deal or No More TV

Apple’s next move in entertainment has been called into question by Gerber Kawasaki CEO Ross Gerber. In a recent X post, he urged Apple to decide “now” whether it wants to buy Disney and become a full‑blown consumer brand, or pull back entirely from TV and film.

“Now is the time for Apple to decide if they really want to be in the entertainment business.”
— Ross Gerber

The Disney Pitch

• Disney shares fell to $97.67 (down 2 % today, over 12 % in six months).
• Gerber sees a merger as a way to fuse Apple’s ecosystem with Disney’s franchises—Marvel, Star Wars, Pixar, ESPN, and Disney+—creating a global juggernaut.
• He envisions the new entity as “Apple Disney.”

Criticism of Disney’s Leadership

Gerber slammed Disney for:

• Wasting money on top executives.
• Missing growth opportunities in its most valuable properties.

He questioned whether Disney’s strategy remains fit for purpose.

Historical Context

• Former Disney CEO Bob Iger recalled internal talks about an Apple merger that stalled because Apple was not fully interested.
• Iger hinted a deal might have occurred if Steve Jobs were still alive.

Market Reaction

• Wells Fargo lowered Disney’s price target to $125 from $146, retaining an Overweight rating.
• Apple CEO Tim Cook highlighted Apple TV+’s success, noting its awards haul and sports offerings (Formula 1, MLS, Friday Night Baseball).
• Apple shares hovered around $333 post‑earnings call.

The Bottom Line

Gerber’s comments spark debate: should Apple double down on entertainment or focus elsewhere? The market watches to see if the tech giant will pivot or stay its course.