Apple eyes bigger content slate as TV and film ambitions grow

MUMBAI: Apple is pressing play on a bigger entertainment future, but it is keeping one finger firmly on the quality control button. Apple is preparing to expand its footprint in the entertainment business, with plans to produce more television shows and films while maintaining its premium-content strategy, according to senior executive Eddy Cue.

Speaking at the Cannes Lions International Festival of Creativity, where he received the Entertainment Person of the Year award, Apple’s Senior Vice President of Services said the company intends to deliver both “better and more” content as it strengthens its position in the increasingly crowded streaming market.

The comments signal Apple’s growing confidence in its entertainment division, which has evolved significantly since the launch of Apple TV+ in 2019. Rather than competing on sheer volume, the company has focused on original programming, building a catalogue that includes Oscar-winning film CODA, hit series Ted Lasso and The Studio, and the global box-office success F1.

From streaming screens to cinema screens, Apple is widening the stage rather than choosing sides.

Cue said Apple remains committed to both streaming and theatrical releases, viewing them as complementary parts of a broader content ecosystem.

“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 theatres, and we’ll keep doing that,” he said.

The strategy appears to be paying off. Apple’s racing drama F1 has emerged as one of the company’s biggest theatrical successes, generating more than $634 million globally and demonstrating how cinema releases can boost audience engagement before content arrives on streaming platforms.

The company is also looking beyond standalone projects towards franchise development. Cue confirmed that a script is already being developed for a potential F1 sequel, signalling Apple’s intention to build recurring intellectual property around successful titles.

The move places Apple closer to established entertainment rivals that have long relied on franchises and sequels to drive audience loyalty and long-term value.

Apple’s content push comes amid intensifying competition from streaming heavyweights such as Netflix, Amazon Prime Video and Disney+, all of which continue to invest heavily in original programming and global content expansion.

Despite the pressure, Apple has largely stayed focused on curated storytelling and selective investment rather than flooding the market with content. Cue suggested that philosophy remains unchanged, even as the company increases output.

He also indicated that incoming CEO John Ternus is supportive of Apple’s entertainment ambitions, pointing towards continuity in the company’s long-term content strategy.

As streaming platforms battle for subscriber attention and theatrical releases seek renewed relevance, Apple is increasingly positioning itself at the intersection of both worlds. By combining original programming, cinema releases and franchise-building opportunities, the technology giant is steadily transforming itself into a serious entertainment player.

For Apple, the next chapter is not simply about making more content. It is about ensuring that every new story has the potential to travel further, stay longer and keep audiences coming back for the sequel.