Apple intends to scale up the quantity and quality of its original entertainment offerings across streaming and theatrical releases, senior executive Eddy Cue said as he accepted an industry accolade in Cannes, France.
Cue, who oversees Apple’s media and entertainment divisions, was named the 2026 Entertainment Person of the Year at the Cannes Lions International Festival of Creativity. Speaking at the event, he framed the company’s film and television activities as an ongoing priority and emphasized continuity under new leadership.
"We want to keep getting better and more," Cue said, adding that Apple’s incoming chief executive, John Ternus, "has been a huge supporter and lover of our content" and that he expected the company’s entertainment commitment to continue with Ternus at the helm. "And I know that John would agree with that," Cue added.
The iPhone maker began distributing original television series and films through the Apple TV+ streaming service in 2019. Over the past several years the company has registered notable successes: the Oscar best picture winner "CODA," the global box-office performer "F1" and Emmy-winning series such as "The Studio" and "Ted Lasso." Cue pointed to that mix of acclaim and commercial results as the model Apple seeks to build on.
On the film side, Cue said writers are working on the script for a planned sequel to "F1," the racing drama starring Brad Pitt that generated more than $634 million at the global box office. He also said Apple intends to continue producing movies to be shown in theaters as well as films that will debut on its streaming service.
"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 theaters, and we’ll keep doing that."
Cue characterized theatrical releases and streaming distribution as complementary. "I think going theatrical did not hurt us with 'F1.' People loved it when we brought it out on Apple TV and people loved it in the theater," he said.
Last year the company removed the plus sign from its streaming brand and now markets the service as Apple TV. Cue’s comments at the Cannes Lions festival present the company’s entertainment push as a sustained strategic effort, with both theatrical and streaming channels playing roles in Apple’s content plans.
Key points
- Apple intends to expand the scope and quality of its original films and TV shows for both streaming and theaters.
- Incoming CEO John Ternus is described as a strong supporter of Apple’s content strategy, indicating leadership continuity.
- Apple has seen success with titles including "CODA," "F1," "The Studio" and "Ted Lasso," and writers are developing a sequel to "F1."
Risks and uncertainties
- Uncertainty around the commercial and critical reception of future releases - impacts film studios, exhibitors and streaming distribution economics.
- Dependence on continued leadership support for content investment - relevant to media investment decisions and corporate strategy.
- Balancing theatrical and streaming release strategies may affect revenue models for both channels and associated market participants.