Apple TV is coming off its best year ever. screen internationalEddie Cue and more discuss the streamer’s 2026 pipeline, advertising plans, film strategy, and more.
Eddy Cue and others discuss Apple TV’s current success and future ambitions
There’s no doubt that this year has been a big year for Apple TV.
The streamer got off to a strong start with Severance and continued to have hits throughout the year, including a dramatic win in F1. And the streamer’s latest premiere, Pluribus, has all the makings of an even bigger success.
With a strong 2025 on the horizon, executives Eddie Cue, Zach Van Amburgh and Jamie Erlicht were interviewed. screen international All about Apple TV.
The full interview is worth reading. But here are some highlights.
Regarding the Apple TV content pipeline in 2026, Van Amburg replied:Almost every week (2026) a new original appears.He dropped the names of Ted Lasso and For All Mankind, indicating that each will have a new season next year.
The interviewer asked Eddy Cue if Apple has plans for an ad-supported tier. He shot down the idea.
Nothing at this time. Again, I don’t want to say no forever, but I have no plans. If we can continue to price aggressively, it will be better for consumers to be unencumbered by advertising.
When asked about frequently asked questions about Apple TV’s current subscriber numbers, Cue was secretive as usual.
However, he provided some background. “Over the past year, we’ve seen our growth accelerate, our audience numbers are up, and people are watching more hours than ever before.”
The commercial success of F1 is highlighted, and there is also a lengthy discussion about Apple’s movie strategy.
Apple has no intention of releasing any more movies in theaters. Instead, Van Amberg emphasized that the company will continue to evaluate each film’s release strategy on a case-by-case basis.
When asked about the popularity of movies that premiered directly on Apple TV, specifically: canyon, echo valley, full of energy), Van Amburg simply said:millions of people watched them”
The full interview is screen international Website.
Apple TV is available for $12.99 per month and includes popular TV shows and movies like Ted Lasso, Severance, The Morning Show, Silo, and Shrinking.
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