At the Cannes Lions festival, ScreenRant sat down with Eddy Cue (Apple's Senior VP of Services) and legendary producer Jerry Bruckheimer to peer into Apple TV's recent successes.
https://screenrant.com
/ screenrant
/ screenrant
/ screenrant
What Eddy Cue said
Written from the verified transcript and checked against it. Every figure links to the moment it was said.
Eddy Cue, Apple's SVP of Services, discussed Apple TV+'s approach to storytelling and its partnership with filmmakers. He emphasized that Apple is not data-driven in its content decisions, focusing instead on great stories and characters. Cue highlighted the success of films like F1, which was kept in theaters longer than typical due to audience demand, and praised Apple's marketing support. He confirmed that sequels to F1 and a UFO project are in development, with a first draft script expected soon. Cue also noted the return of Ted Lasso and the growth of shows like Severance, which have attracted new viewers. He stressed the importance of flexibility over rigid rules in theatrical releases, reflecting Apple's willingness to adapt based on audience response.
Key takeaways
Apple TV+ is not data-driven; content decisions are based on storytelling quality and emotional impact.
F1 was kept in theaters longer than the standard 45 days because audiences wanted to see it, reflecting Apple's flexible approach.
Sequels to F1 and a UFO project are in development, with a first draft script for the UFO project expected shortly.
Ted Lasso is returning, and Apple expects to introduce the show to new audiences who missed earlier seasons.
We've always, from the start of Apple — I've been there a long time, 38 years — it was always about how we could use our technology to help creatives really do the job they do in a much better way, easier, empower them to do great things.
I'm incredibly proud of the work that our team has done. I think we've built an amazing studio of movies and TV shows, and so I don't think I'm the entertainment person of the year. I think of my team as the entertainment team of the year.
So that's definitely the case. But yeah, no, it's an amazing accomplishment to be here. I don't know. I think we always said we wanted to tell the best stories, very high quality television or movies, and tell stories that make people think, cry, laugh, sometimes scared, capture things that are passionate and emotional stories that move people. That's what we wanted to do from the very beginning. And have I been surprised at some of the stories that we've told? I have. I mean, I couldn't even dream of telling a story like Severance.
As an example. And then the same thing — I'm a huge sports fan and being able to do a movie like F1, that's another dream that it's hard to imagine. And so I think it's what we started out to be, but we couldn't have seen all of this. We're not data driven. This is about telling stories, and there's no data in my mind about that. I wish there was, it was that easy. For us, this is about telling great stories, and that isn't data driven. Fortunately, I think in some ways, because if it was data driven, then some of these things would never have gotten created because they're hard to imagine. You can't get there. I don't know if you — no, look, it's always about the story and the characters and the themes. That's what it is. Working with Apple, that's all they care about. I would have never, if you'd have said they're not a tech company, I would have believed you.
So, let's put it that way. It was just how do you make the best movie? How do you make it? How do you promote it? How do you market it? And how do you make it inviting for when it goes on streaming? And they kept it in the theaters a lot longer than they had to because people wanted to see it in theaters, and then it transferred to be number one on their service. So that's when you make an entertaining movie, and thankfully they were a big part of helping us make that movie, both in the storytelling and the casting and every part of how you make a movie. They were our partners and valued input and ideas throughout the entire process. And when it came to marketing the movie, you're not going to get a better marketing firm than Apple. I mean, they lean the whole company into promoting this movie. And that's not easy because they all have a job to do. It's not promoting movies. That's not what they do.
They're a tech company. But they really — thanks to Eddie and the weight he put behind it to make it a success — and that's but there are partners in story. I mean, we dealt with them like you deal with any — if I was working with Warner Brothers or I was working with any other suit, it was identical, better. And you know, look, obviously we love bringing technology in, putting the cameras in the cars.
9 more exchanges in this transcript
Sign in free to read the rest of this interview. No card required.
Cue, E. (2026, July 1). Jerry Bruckheimer & Eddy Cue Explain How Apple TV Won Over Hollywood [Interview transcript]. ScreenRant Plus. CEOInterviews.AI. https://ceointerviews.ai/interview/1054171/
MLA
Eddy Cue. "Jerry Bruckheimer & Eddy Cue Explain How Apple TV Won Over Hollywood." ScreenRant Plus, 1 Jul. 2026. Transcript, CEOInterviews.AI, https://ceointerviews.ai/interview/1054171/.
BibTeX
@misc{cue2026_1054171,
author = {Eddy Cue},
title = {Jerry Bruckheimer \& Eddy Cue Explain How Apple TV Won Over Hollywood},
howpublished = {Interview transcript, ScreenRant Plus. CEOInterviews.AI},
year = {2026},
month = {jul},
url = {https://ceointerviews.ai/interview/1054171/},
note = {Speaker-attributed transcript with timestamps}
}
