Apple TV+ Chief Reveals Streaming Strategy with ‘Severence’ Director

At SXSW on March 9, 2025, Eddy Cue, Apple’s senior vice president of services, shared some insights into Apple TV+’s content strategy. Apple TV+ has always focused on quality over quantity, offering less content compared to other streaming services but pouring billions into each show. Cue referred to this strategy as a bit of a gamble, emphasizing that they are betting everything on the shows they produce. He mentioned, “The ones that we do, they all need to stick. Otherwise, we have nothing else.”

Cue, who has been with Apple for 36 years and helped establish its iTunes and App stores, explained that Apple’s success lies in focusing on doing a few things really well, rather than spreading themselves thin. This is why Apple doesn’t produce a lot of products or TV shows. Despite its small library, Apple TV+ has invested heavily in original programming, with reports indicating a $20 billion investment. This investment has given directors creative freedom but has resulted in Apple TV+ accounting for only 0.3 percent of U.S. television screen viewing last June.

One of Apple TV+’s most expensive and successful bets is the show Severance, which costs around $20 million per episode. Severance has fueled a significant increase in Apple TV+ subscribers, showcasing the success of Apple’s strategy. Director Ben Stiller noted the parallels between Lumen, the large company in the show, and Apple, mentioning that Apple’s aesthetic and intrigue made Severance a perfect fit for the platform.

Stiller praised the creative freedom he receives from Apple, highlighting that he has never received any notes or interference from Apple about the show. Cue, a fan of Severance, even chooses to watch the episodes weekly, despite having early access to the full season. Cue mentioned that he relates to the character Irving from the show, appreciating Irving’s initial loyalty to the company and eventual rebellion, although he clarified that he hasn’t had the same desire to “burn it to the ground” as Irving does.

Overall, Apple TV+ is taking a calculated risk with its content strategy, betting on the success of its original shows to drive growth and engagement. While the outcome remains to be seen, Apple’s dedication to quality and creative storytelling sets it apart in the competitive streaming landscape.