Apple is looking to scale up its entertainment ambitions by producing more television shows and movies while maintaining a focus on quality, senior executive Eddy Cue said.
Cue, Apple’s Senior Vice President of Services who oversees its media and entertainment business, said the company’s strategy centres on delivering “better and more” content across both its streaming platform, Apple TV, and theatrical releases.
Apple entered the original content business in 2019 with the launch of Apple TV+, positioning itself as a premium, original-content-focused service rather than relying on licensed programming. Since then, the company has built a portfolio that includes Oscar-winning film CODA, blockbuster F1, and popular series such as Ted Lasso and The Studio.
Cue made the comments while accepting the Entertainment Person of the Year award at the Cannes Lions International Festival of Creativity, where he outlined Apple’s evolving approach to content creation.
The company is continuing to invest in both streaming and theatrical formats, with Cue emphasising that the two channels are complementary. “The types of movies that we’re creating, some of them will go to streaming but we know that we’re making movies that are to go to theaters, and we’ll keep doing that,” he said.
He cited the success of Apple’s racing drama “F1,” which grossed over $634 million globally, as an example of how theatrical releases can amplify the impact of content before it reaches streaming audiences.
Apple is also exploring franchise-building opportunities. Cue confirmed that work is underway on a script for a potential sequel to F1, signalling the company’s intent to expand successful titles into recurring intellectual property.
The renewed focus on content comes as Apple continues to refine its entertainment strategy under changing leadership. Cue said incoming CEO John Ternus is a strong supporter of the company’s content initiatives, suggesting continuity in Apple’s investment approach.
Apple’s push reflects a broader effort to strengthen its position in a highly competitive streaming market dominated by players such as Netflix, Amazon Prime Video and Disney+.
Rather than competing on volume alone, Apple has positioned itself around premium storytelling and curated content, while gradually expanding its output.
The strategy also indicates Apple’s intention to deepen its presence in the global entertainment ecosystem by combining original programming, theatrical distribution and franchise development into a single pipeline.
Cue added that Apple’s goal is to continuously improve its content offering, stating that the company aims to increase both the scale and quality of its films and series over time.
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