Apple to expand original films and shows as streaming ambitions grow, says Eddy Cue

Apple is looking to expand its portfolio of original films and television shows as it doubles down on its entertainment business, according to comments made by senior executive Eddy Cue during the Cannes Lions International Festival of Creativity.The iPhone maker, which entered the original content space with the launch of Apple TV+ in 2019, plans to produce more programming for both its streaming platform and theatrical release. The move comes as Apple seeks to build on the success of projects such as CODA, Ted Lasso, The Studio and F1.Speaking to Reuters, Cue indicated that Apple remains committed to growing its entertainment division and expects that focus to continue under incoming chief executive John Ternus, who has been supportive of the company's content strategy.Apple's theatrical ambitions have gained momentum following the strong box-office performance of F1, the Formula One racing drama starring Brad Pitt. The film has generated more than $634 million worldwide, making it one of Apple's biggest movie successes to date.Cue also confirmed that a sequel to F1 is in development, with writers currently working on the script.While streaming remains a core part of Apple's strategy, the company sees value in releasing select films in cinemas before bringing them to Apple TV+. Apple believes theatrical releases can help build audience interest and extend the reach of its content rather than compete with its streaming service.The company's entertainment business has become an increasingly important part of its broader services strategy, helping it attract subscribers and strengthen its ecosystem beyond hardware products.Apple's latest comments suggest it intends to further expand that effort through a larger slate of films and television productions in the years ahead.Also read: OpenAI makes Cannes Lions debut, pitches ChatGPT ads business as it challenges Google's dominance