Eddy Cue on Why Apple Dropped the '+' from Apple TV

Apple's services chief Eddy Cue recently appeared on The Town podcast with Matt Belloni, offering a rare look into the company's Hollywood strategy, the recent rebranding of its streaming service, and its future plans for theatrical releases and sports.

Speaking on the podcast, Cue confirmed the rebranding from Apple TV+ to simply Apple TV, explaining the original logic behind the name. "We put the plus on it because it was an add-on to the TV app," Cue said, noting that the "+" sign is typically reserved for services with both free and paid tiers, like iCloud+. He added that since everyone referred to it as Apple TV anyway, "it was a great time to just simplify it."

Cue emphasized that Apple's strategy remains focused on quality, not volume. "We're not trying to be the most, we're trying to be the best," he stated, explaining that when Apple entered the streaming business, it saw an opportunity in focusing on creating great content while competitors were racing to build massive libraries. Asked about profitability and subscriber figures, Cue pushed back on low industry estimates, claiming the service has "significantly more" than the rumored 40–45 million subscribers, but declined to provide a specific figure. He described the service as "doing fine" financially.


Addressing Apple's inconsistent approach to theatrical releases, Cue said the company is still learning and makes decisions on a "case-by-case basis." He pointed to the success of the recent Formula 1 movie, which has earned over $630 million at the global box office. However, in a notable reveal, he stated that Apple currently has zero films slated for theatrical release in 2025 or 2026.

Cue also touched on the company's interest in sports, which fits its strategy of securing premium content, but did not offer details on potential deals for rights like the NBA or NFL. The company has already been finalizing a streaming rights deal with Formula 1. When asked about the possibility of acquiring a major studio, Cue downplayed the idea, stating, "We're not actively looking to buy anything" and that Apple prefers to build things itself.

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