Apple may be best known for the iPhone, but the company is making it clear that entertainment remains a major part of its future. As streaming competition grows tougher and Hollywood studios rethink their strategies, Apple says it intends to expand its slate of original movies and television shows rather than slow down.
The update came from Apple executive Eddy Cue during the Cannes Lions International Festival of Creativity in France, where he was honored as the 2026 Entertainment Person of the Year. Speaking about the company’s ambitions, Cue indicated that Apple is still investing heavily in storytelling and sees theatrical releases as an important piece of that strategy.
Apple Wants More Content Across Streaming and Theaters
Apple entered the original content business in 2019 with the launch of Apple TV+, stepping into a crowded streaming market dominated by established entertainment giants. At the time, many questioned whether a technology company could compete with traditional Hollywood studios. Several years later, Apple has built a growing library that includes award-winning series and successful theatrical films.
The company has already scored notable victories with projects such as “CODA,” which became the first streaming-backed film to win the Academy Award for Best Picture. Television hits including “Ted Lasso” and “The Studio” helped establish Apple TV+ as a destination for premium original programming rather than simply another streaming platform chasing volume.
According to Cue, Apple’s goal now is not only to maintain that momentum but to increase it. “We want to keep getting better and more,” Cue said. “So that’s what we’re aiming to do. And I know that John would agree with that.”
His reference was to incoming Apple chief executive John Ternus, who Cue described as a strong supporter of the company’s entertainment efforts. The comment is particularly significant because investors and industry observers have been curious about whether Apple’s content strategy would change under future leadership.
F1 Sequel Already Moving Forward
One of Apple’s biggest recent wins came from “F1,” the racing drama starring Brad Pitt. The film exceeded many expectations at the global box office and became one of the company’s strongest theatrical successes to date. Its performance demonstrated that Apple could compete not only in streaming but also in traditional movie theaters.
Cue confirmed that work is already underway on a sequel. Writers are currently developing the script, signaling that Apple sees long-term franchise potential in the property. While major studios have relied on established franchises for years, “F1” gives Apple a rare opportunity to build one of its own from the ground up.
The original film reportedly generated more than $634 million worldwide, a figure that would be considered impressive even for many traditional Hollywood studios. The success also helped strengthen Apple’s argument that theatrical releases can work alongside streaming rather than compete against it.
Hollywood has spent years debating whether streaming services should prioritize direct-to-home releases or traditional cinema runs. Apple appears increasingly convinced that audiences are willing to support both formats when the content is strong enough.
Why Apple Still Believes in Theaters
Unlike some streaming competitors that have scaled back theatrical ambitions, Apple continues to view cinemas as an important part of its entertainment ecosystem. Cue suggested that future projects will be developed with different release strategies depending on the type of film being made.
“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.”
That approach reflects a broader shift taking place across the entertainment industry. While streaming remains essential, studios have discovered that successful theatrical releases can generate significant revenue, build audience awareness, and create excitement before a film eventually arrives on digital platforms.
Apple believes the success of “F1” proves the model works. The movie attracted moviegoers during its theatrical run and later found another audience when it became available through Apple TV. Rather than hurting streaming performance, the cinema release appeared to strengthen the film’s overall visibility.
“I think it’s very complementary,” Cue said. “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.”
A Bigger Role for Apple in Hollywood
Apple’s entertainment ambitions have steadily grown since the company entered the industry. What started as a relatively small streaming service focused on prestige programming has evolved into a broader effort spanning television, feature films, live sports, and theatrical releases.
The company now competes with established players such as Netflix, Disney, Warner Bros. Discovery, Amazon MGM Studios, and Paramount. Unlike many traditional media companies, however, Apple has the financial resources to take a long-term approach without relying solely on subscription revenue.
That financial strength has allowed Apple to attract major stars, directors, and producers while backing expensive productions that might otherwise struggle to secure funding. Projects featuring names like Brad Pitt, Martin Scorsese, Ridley Scott, and Alfonso Cuarón have all helped raise the platform’s profile in recent years.
With an “F1” sequel already taking shape and Apple signaling plans for additional films and television projects, the company appears determined to deepen its footprint in Hollywood. For viewers, that likely means more high-profile originals arriving on Apple TV and, increasingly, on the big screen as well.
