Apple TV+ to unveil new drama from Breaking Bad creator Vince Gilligan starring Rhea Seehorn
Apple TV+ is building major buzz with a cryptic teaser for an upcoming original series from acclaimed showrunner Vince Gilligan, best known for creating AMC's Breaking Bad and its award-winning prequel Better Call Saul . The new series, shrouded in secrecy for more than two years, is now set to be officially revealed on Friday, July 25, with a live announcement scheduled for 3:00 p.m. ET.
The announcement was quietly teased via Apple TV''s official X (formerly Twitter) account on Monday with the intriguing message, 'Happiness is Contagious,' accompanied by an animated countdown timer directing fans to the unveiling. Though Apple has not confirmed the show's title, tagline, or plot, the phrase has already sparked speculation among fans who are eagerly anticipating a departure from Gilligan's usual crime drama landscape.
What is confirmed, however, is that the new, still-untitled series will star Rhea Seehorn, the Emmy-nominated fan favorite who portrayed Kim Wexler in Better Call Saul . In a previously reported interview with Deadline , Gilligan described the new series as a 'grounded genre drama' that will explore deeper philosophical themes, marking a change of tone 'akin to The Twilight Zone but set in contemporary times.' Apple ordered a two-season commitment in 2022, demonstrating strong confidence in the project before even pilot production began.
The development deal marked a significant gain for Apple TV+ in its competitive push to secure high-quality original content. Since its 2019 launch, Apple's streaming platform has grown steadily with acclaimed titles including The Morning Show , Ted Lasso , Severance , Silo , and For All Mankind . The new Gilligan project is expected to premiere as part of Apple's Fall 2025 lineup and could serve as one of its signature dramas for awards season. As for the series itself, very little is known beyond Gilligan's involvement and Seehorn's top billing. It's being produced through Gilligan's High Bridge Productions. Jeff Frost and Diane Mercer also attached as executive producers.
With just days remaining until the official reveal, fan excitement continues to build. Subreddits, entertainment blogs, and YouTube fan channels are abuzz with theories around the show's concept and the possible meaning of "Happiness is Contagious." While Apple has provided no hints regarding a trailer or sneak peek, sources suggest that both a teaser trailer and premiere date will be unveiled during Friday's broadcast announcement.
Tune in Friday, July 25, at 3:00 p.m. ET for the full reveal. Until then, Apple fans and Breaking Bad alumni loyalists will be holding their breath and decoding every clue Apple drops.
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