Apple TV is preparing to expand its lineup with “better and more” programming, according to Apple Services head Eddy Cue, who made the comment after receiving the 2026 Entertainment Person of the Year award at Cannes.
The award recognized Cue’s role in building Apple TV into a platform known for premium films and series, while Cue said Apple never aimed to offer the biggest library and instead focused on making the best shows and movies.
TNW reported that Cue described Apple’s goal as “the best, not the most,” while also making it clear that Apple wants to increase its output without losing the quality standard that helped define the service.
Cue also recalled how Apple won over Reese Witherspoon and Jennifer Aniston for The Morning Show by arguing that a new service with no other major programming would give the project more attention than a larger rival.
More Films and a Flexible Strategy
The Hollywood Reporter noted that producer Jerry Bruckheimer praised Apple’s approach to F1 The Movie, as Apple kept the film in theaters longer while audiences continued buying tickets.
Cue said Apple stayed flexible because the company wanted to react to real audience demand rather than follow fixed release rules.
With a sequel to F1 The Movie already indicated, Apple TV’s next phase looks focused on more original films and shows while keeping its quality-first identity.
