Apple aims to expand its Apple entertainment strategy with “better and more” TV shows and movies for Apple TV and theatres, senior executive Eddy Cue told Reuters.
Cue, who oversees Apple’s media and entertainment businesses, made the comments after receiving the 2026 Entertainment Person of the Year honour at the Cannes Lions International Festival of Creativity in France.
“We want to keep getting better and more,” Cue said. “So that’s what we’re aiming to do.”
Apple began offering original TV series and films through Apple TV+ in 2019. The company later dropped the plus sign and renamed the streaming service Apple TV. Cue said Apple plans to make more movies for both its streaming service and movie theatres.
“The types of movies that we’re creating, some of them will go to streaming,” Cue said. “But we know that we’re making movies that are to go to theatres, and we’ll keep doing that.”
Cue said theatrical releases and streaming debuts can support each other. He said the theatre release of “F1” did not hurt Apple’s streaming performance.
“I think it’s very complementary,” Cue said. He added that audiences liked “F1” in theatres and later on Apple TV.
Read: Prime Day Streaming Deals Start Early With HBO Max, Paramount+
Writers are working on a planned sequel to “F1,” Cue said. The racing drama starred Brad Pitt as a Formula 1 driver. “F1” earned more than $634 million at the global box office.
Apple’s original content business has also included Oscar best picture winner “CODA”, and Emmy-winning shows such as “Ted Lasso” and “The Studio.”
Cue said incoming Apple chief executive John Ternus supports the company’s content plans. He said Ternus “has been a huge supporter and lover of our content.”
The Apple entertainment strategy comments point to continued investment in original films and series as Apple builds its media business beside its hardware and services operations.
