I watched the Morning Show on AppleTV+ and enjoyed it. I also watched the Homes series, which I really enjoyed. But, this is just a "free with iDevice purchase" kind of thing.
But you're right, they're fucking up.
To me, Apple's content tends to be way too safe. It's boring. (Or, at least it was boring when I saw it.) If I want straight-down-the-middle-of-American-culture-type content, I already have Disney+ and way too many other choices. If they want to grab my attention, they need to take some risks and/or find their niches.
This is what I appreciate about the other major tech company with a me-too streaming service: Amazon. Prime Video is willing to take risks on weird genre stuff, and some of it is really good. I could never see Apple releasing something like Fleabag or The Boys. That perception is probably why Apple TV+ has been so forgettable. Boring has no place in Apple's branding.
The transition from a music store to a music streaming platform made sense. "Hey, you know the music that you could have bought so far? Well, now you can stream it."
Not so much for the movie/TV show business. "Hey, you know the TV shows and movies you could rent and buy? Well, fuck those, we have ten original titles that you should watch instead."
Apple TV+ doesn't feel like it builds on top of the experience and connections made with the movie/TV show renting/selling business. I just opened up the Apple TV application on my iPhone and the What to Watch list is rather sad. First one is USS Greyhound, which might actually be a decent watch. Next one is "Greatness Code", doesn't really look like my cup of tea, but probably it's probably not crap. In third there's "The Gentlemen" - oops, only available for purchase at 13.99 euro!
Take a look at Trying.