The Town with Matthew Belloni Apple's True Intentions in Hollywood—With Top Exec Eddy Cue
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Oct 14, 2025 
Eddy Cue, Apple’s Senior Vice President of Services, sheds light on Apple's Hollywood strategy. He reveals that Apple aims to create top-notch content rather than just a vast library. Cue discusses the company's commitment to theatrical releases and its strategic approach to content spending. He also addresses interest in acquiring studios and owning sports rights, emphasizing a long-term vision for Apple TV. The conversation uncovers how Apple measures success and challenges in retaining subscribers, making it clear that Apple is serious about its Hollywood ambitions.
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Quality Over Scale
- Apple prioritizes being the best in content over being the biggest player in volume or scale.
- Eddy Cue says quality, not quantity, is the company's founding approach in TV and film.
Success Measured By Craft And Growth
- Apple measures success by content quality, library growth, and subscriber momentum rather than public subscriber disclosure.
- Cue says the service is 'doing fine' and content quality has never been better despite production setbacks.
Theatrical Releases Are Selective
- Apple assesses theatrical releases case-by-case and will choose wide releases only when appropriate.
- Cue says F1's box office success gave confidence but theatrical plans predated that hit.