Films such as Martin Scorsese's Killers of the Flower Moon, Ridley Scott's Napoleon, and Matthew Vaughn's Argylle were expected to perform strongly at the box office, but each delivered disappointing results.
I haven't seen Killers of the Flower Moon, but Napoleon I would describe as "okay," and Argylle was just comically bad.
Might I suggest that Apple "pivot" towards a movie strategy where they make films that are actually good?