Apple’s approach to streaming has always been different from many of its rivals. Instead of purchasing a massive library of existing movies and TV shows, the company chose to build Apple TV+ around original productions. Now, Apple executive Eddy Cue says that decision reflects the values championed by late co-founder Steve Jobs.
Speaking during the Cannes Lions festival, Cue explained that Apple wanted every title carrying its name to be something the company helped create. That philosophy guided the launch of Apple TV+, even though the service began with only a small selection of original series.
Original Stories Over Acquired Libraries
For years, reports suggested Apple considered buying a major entertainment company to strengthen its streaming catalog. However, Cue dismissed the idea, saying Apple never intended to rely on purchased content libraries. Instead, the company focused on producing original films and television shows that matched its creative standards.
According to Cue, Apple believed it would feel unusual to attach its brand to content it did not help create. Therefore, the company invested heavily in developing exclusive programming from the beginning rather than taking shortcuts through acquisitions.
Steve Jobs’ Advice Still Shapes Apple
Cue also reflected on a lesson he learned from Steve Jobs during the years when Jobs led both Apple and Pixar. Curious about Pixar’s remarkable success, Cue once asked what made the studio consistently produce hit films. Jobs gave a simple answer: it always starts with the story.
That advice continues influencing Apple TV+ today. Rather than chasing the largest content catalog, Apple emphasizes strong storytelling and carefully developed productions. Cue believes that commitment remains one of the service’s defining strengths.
He also expressed confidence that Steve Jobs would be proud of what Apple has accomplished in entertainment. In his view, the company’s focus on creativity and quality reflects the principles Jobs championed throughout his career.
Looking Ahead for Apple TV+
During the discussion, Cue hinted that Apple hopes to continue expanding its entertainment portfolio. He expressed excitement about the possibility of another “F1: The Movie” and also mentioned an upcoming UFO conspiracy thriller from producer Jerry Bruckheimer. While no official announcements were made, his comments highlighted Apple’s growing confidence in its original content strategy.
As competition among streaming services intensifies, Apple appears committed to following the same philosophy that shaped its launch. Instead of focusing on the size of its catalog, the company continues betting that memorable stories and high-quality productions will keep viewers coming back. If that approach remains successful, Steve Jobs’ influence will continue shaping Apple TV+ for years to come.
