Apple AAPL is keeping no stone unturned to boost adoption of its streaming service Apple TV+. The iPhone-maker has reportedly inked a multi-year contract with Lovecraft Country creator Misha Green, per Variety.Misha Green joins a long list of celebrity content writers and directors whom Apple has collaborated with in order to strengthen its content portfolio. Apart from Lovecraft Country, Green is known for co-creating and executive producing Underground. Her other TV shows include Sons of Anarchy, Heroes, Helix and Spartacus.Green’s Lovecraft Country received a Golden Globe nomination for best drama series earlier this year.Apple’s endeavors to expand its content portfolio are expected to improve its competitive position. Apple TV+ has failed to gain notable market share in the streaming space currently dominated by the likes of Netflix NFLX, The Walt Disney Company DIS and Amazon AMZN. Entrance of new service providers like Peacock and HBO Max has further intensified competition.Apple TV+ recently received 25 total Daytime Emmy Award nominations, which reflect the strong quality of its content portfolio. However, lack of blockbuster content compared to the above-mentioned streaming service providers has been a drag on market share. Apple Inc. Price and Consensus Apple Inc. price-consensus-chart | Apple Inc. Quote Nevertheless, Apple TV+’s robust pipeline is a key catalyst, in the near term. Its upcoming shows include Schmigadoon! (Jul 16), Mr. Corman (Aug 6), Sundance award-winning movie CODA (Aug 13), Foundation (September), Invasion (October), The Shrink Next Door (November) and the second seasons of Ted Lasso, See and The Morning Show, among others.Apple is rumored to have been involved in discussions to buy the rights to Sunday Ticket games with National Football League (NFL). The company is likely to face stiff competition from Amazon and Disney. If successful, the addition of NFL Sunday Ticket will expand Apple’s game content portfolio.The company is also expanding into different genres and languages. Apple is reportedly producing its first French original production, Liaison, for its streaming service, per 9TO5Mac, which cited a report by Le Figaro. Currently, Apple has a couple of bilingual shows in production, including Acapulco, and Now and Then, both in Spanish and English.Apple is also strengthening its documentary portfolio. The company recently announced 9/11: Inside the President’s War Room, a new documentary co-produced with BBC.Apple TV+ is part of Apple’s Services business that has evolved as a major revenue contributor in the past couple of years. In second-quarter fiscal 2021, this Zacks Rank #2 (Buy) company’s Services revenues grew 26.6% year over year and accounted for 18.9% of total revenues. You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.For third quarter of fiscal 2021, the Zacks Consensus Estimate for Services is pegged at $16.57 billion, indicating 26% growth from the figure reported in the year-ago quarter. Breakout Biotech Stocks with Triple-Digit Profit Potential The biotech sector is projected to surge beyond $775 billion by 2024 as scientists develop treatments for thousands of diseases. They’re also finding ways to edit the human genome to literally erase our vulnerability to these diseases. Zacks has just released Century of Biology: 7 Biotech Stocks to Buy Right Now to help investors profit from 7 stocks poised for outperformance. Our recent biotech recommendations have produced gains of +50%, +83% and +164% in as little as 2 months. The stocks in this report could perform even better.See these 7 breakthrough stocks now>>Want the latest recommendations from Zacks Investment Research? Today, you can download 7 Best Stocks for the Next 30 Days. Click to get this free report Amazon.com, Inc. (AMZN): Free Stock Analysis Report Apple Inc. (AAPL): Free Stock Analysis Report Netflix, Inc. (NFLX): Free Stock Analysis Report The Walt Disney Company (DIS): Free Stock Analysis Report To read this article on Zacks.com click here. Zacks Investment Research