Prime Highlights
- Apple plans to produce more films and TV shows for both streaming and theatrical release.
- A sequel to the $634 million hit F1 is already in development.
Key Facts
- Apple’s entertainment business launched in 2019 and includes hits like Ted Lasso and CODA.
- The company continues a dual release strategy across cinemas and its Apple TV platform.
Background
Apple plans to grow its entertainment output with more television shows and films for both its streaming platform and movie theaters, senior executive Eddy Cue told Reuters during the Cannes Lions International Festival of Creativity in France.
Cue, who heads Apple’s media and entertainment businesses, was named the 2026 Entertainment Person of the Year at the festival. He said the company’s goal is straightforward: keep getting better and produce more content across both theatrical and streaming formats.
Writers are already working on a sequel to F1, the racing drama starring Brad Pitt that pulled in more than $634 million at the global box office. Apple plans to continue making films for theaters alongside titles headed directly to its streaming platform, which the company renamed Apple TV last year after dropping the plus sign from the branding.
Cue said the theatrical and streaming models work well together rather than against each other, pointing to F1 as proof that audiences respond to both formats. The film performed strongly in cinemas and drew viewers again when it arrived on Apple TV.
Apple launched its original content offering in 2019 and has since built a track record that includes Oscar best picture winner CODA, Emmy-winning series The Studio and Ted Lasso, and the F1 box office run.
Cue also addressed the company’s leadership transition, saying incoming chief executive John Ternus has been a strong supporter of Apple’s entertainment ambitions. He said he expects the commitment to content to carry forward under Ternus without interruption.
Apple has not disclosed its content spending but has steadily expanded its slate since entering the streaming market seven years ago.
