Apple TV is expanding its global footprint, and Brazil now plays a major role in that growth. During a recent media event announcing new original shows and films for 2026, Apple highlighted its international strategy and long term investment in both streaming and cinema. The company also addressed industry shifts, including Netflix’s reported interest in Warner Bros., and explained how those moves affect its own partnerships.
In a recent interview, Apple Senior Vice President of Services Eddy Cue shared new details about the company’s plans.
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Brazilian newspaper Folha de S. Paulo published the interview, where Cue described Brazil as Apple TV’s second largest and fastest growing market by subscribers, and he said the company sees strong creative potential in the country while it monitors proposed streaming regulations that may require national content quotas.
Brazil growth and local content focus
Cue acknowledged that progress takes time but stressed Apple’s interest in building quality productions in Brazil.
“It doesn’t move as quickly as I’d like, especially if you want to be really good, but we’ll get there. I know Brazilians want quality, I appreciate that, and I also know there’s a lot of opportunity in Brazil to create great content, […] but we have nothing to announce right now.”
He used the phrase “a lot of opportunity in Brazil” to underline Apple’s long term interest in local storytelling, even though the company has not confirmed specific projects.
Commitment to the big screen
Cue also reaffirmed Apple’s support for theatrical releases through partnerships with traditional distributors. While he admitted that “the bar for leaving home” continues to rise, he made it clear that cinema still matters.
“But there’s no substitute for that experience, watching a film collectively, going on a date at the movies, spending the evening with friends or your kids seeing a film. It’s something truly unique, and I believe it will become even more valuable over time.”
Finally, addressing reports about a possible Netflix and Warner deal, Cue said Apple maintains strong relationships with both companies and expects collaboration to continue, especially as all parties remain publicly committed to theatrical releases.
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