Apple TV is poised to conclude its most successful year to date, and in the latest edition of Screen International, Eddy Cue and others discuss the streamer’s plans for 2026, ad-supported offerings, film strategy, and more.
### Eddy Cue and Others Reflect on Apple TV’s Recent Triumphs and Future Goals
This year has truly been a breakthrough for Apple TV. The streamer launched with *Severance*, maintaining a series of successful releases throughout the year, including a box office triumph with *F1*. The most recent premiere—*Pluribus*—appears to have all the elements of another significant hit.
Following a robust 2025, executives Eddy Cue, Zack Van Amburg, and Jamie Erlicht were interviewed by *Screen International* about everything related to Apple TV.
The complete interview is definitely worth reading. Here are some key points.
Regarding the Apple TV content schedule for 2026, Van Amburg shared: “We have a fresh original almost every week [in 2026].” He mentioned both *Ted Lasso* and *For All Mankind*, suggesting they will each have new seasons in the coming year.
When asked by the interviewer if Apple has intentions for an ad-supported option, Cue dismissed the notion.
> “Nothing at this moment. Again, I don’t want to say no indefinitely, but there are no plans. If we can remain competitive with our pricing, it’s preferable for consumers not to be interrupted by ads.”
On the often-asked topic of Apple TV’s current subscriber figures, Cue remained his usual secretive self. However, he did provide some context: “I can say that we’re experiencing faster growth, we have more viewers, and they have been watching more hours this past year than ever before.”
There is also an extensive conversation regarding Apple’s film strategy, particularly highlighting F1’s box office success. Apple declined to promise further theatrical releases. Instead, Van Amburg stressed that they intend to assess each movie’s release approach on an individual basis.
In response to inquiries about the popularity of films that premiered directly on Apple TV (specifically mentioning *The Gorge*, *Echo Valley*, *Spirited*), Van Amburg simply stated: “Millions of people viewed them.”
You can find the complete interview on *Screen International’s* website.
Apple TV is offered at $12.99 per month and features popular TV shows and films such as *Ted Lasso*, *Severance*, *The Morning Show*, *Silo*, and *Shrinking*.
