Apple CEO Tim Cook tried to land a cameo in The Studio, Apple TV+’s popular comedy-drama. However, creator Seth Rogen refused the request. Instead, he gave the brief but memorable role to Netflix CEO Ted Sarandos.
At the SXSW Film & TV Festival in March 2025, Rogen explained, “They asked if we could use Tim Cook instead, and we said no.” Sarandos appears for just 65 seconds, playing a version of himself who jokes about being thanked at awards shows because it’s written into actors’ contracts.
Why Rogen Chose Sarandos
Sarandos’s cameo adds to The Studio‘s reputation for smart, insider comedy. His line about “bean counters” and artists pokes fun at his real-life role in entertainment. Viewers and critics praised the appearance for its humor and honesty.
Rogen values the right celebrity for each moment. In the past, he even scrapped an entire episode when he couldn’t get a specific guest. That focus on casting likely made the choice easy—Sarandos fits the satire better than Cook.
Apple Stayed Out of the Way
Despite the rejection, Apple didn’t force a change. This supports claims from producer Ben Stiller and Apple’s Eddy Cue that the company rarely interferes with creative work on Apple TV+. Rogen had the freedom to say no to Cook, even though he runs Apple.
Cook has appeared in humorous Apple promos before, such as the Mission: Impossible skit and the Mother Nature sketch. Still, his public image remains clean-cut and polished. Sarandos, in contrast, plays a more self-deprecating role, which better suits the scene.
A Win for Creative Freedom
Choosing Netflix’s chief over Apple’s own CEO sends a bold message. It shows that even on Apple TV+, creative teams call the shots. While Tim Cook missed out on this cameo, the decision helped The Studio stay true to its sharp and independent voice.
