Apple's TV Chiefs Reveal 2026 Content Plan, Double Down on Theatrical Flexibility [Interview]

In a new interview with Screen International, Apple executives Eddy Cue, Zack Van Amburg, and Jamie Erlicht offered a look at the strategy behind the newly renamed Apple TV, its successful theatrical run with F1 The Movie, and the company's content plans for 2026. The discussion comes as Apple enjoys a strong year, with the Joseph Kosinski-directed film grossing over $630 million at the global box office and its television series earning a company-record 22 Emmy wins.

Services chief Eddy Cue explained the recent decision to rebrand Apple TV+ to simply Apple TV, noting the original name was because the service was an "add-on to the TV app." He said that since everyone referred to it as Apple TV anyway, it was a good time to simplify the branding.



Head of worldwide video Jamie Erlicht emphasized Apple's focus on building an "all-original service; we're not building on the back of pre-existing IP or library." This extends to the company's film strategy, which remains flexible. The executives pointed to the success of F1 The Movie—which was still playing in 47 international markets at the time of the interview—as an example of their "case-by-case" approach to theatrical releases. "If everything has to be a certain number, generally things go to the lowest common denominator," Cue said, pushing back on the idea of a fixed windowing rule.


When asked about the possibility of acquiring a major Hollywood studio, Cue downplayed the idea. "We don't do a lot of major acquisitions," he said, adding, "we like what we're doing. We're building and we'll continue building from that." The comments come amid recent reports that Apple had expressed interest in acquiring Warner Bros. Discovery.

Looking ahead, head of worldwide video Zack Van Amburg said the content pipeline is strong, with a new original planned for nearly every week in 2026. He highlighted the upcoming sequel to The Family Plan and new seasons of popular shows like Ted Lasso, For All Mankind, and The Morning Show. The report also revealed several new films in development, including the crime thriller Dead Set, a remake of Headhunters starring Mark Wahlberg, and That Man From Rio with Sydney Sweeney.

While Cue declined to comment on a potential Formula 1 rights deal during the interview, Apple has since confirmed it will become the exclusive U.S. home for F1 beginning in 2026.


Read More [via 9to5Mac]