Apple senior vice president Eddy Cue explained at Cannes Lions why Apple TV avoided buying existing content libraries like Warner Bros., instead choosing to create original programming from scratch. Cue credited Steve Jobs's philosophy for this approach, stating Apple wanted to put its name only on content it helped create.

When Apple TV launched in 2019, it debuted with just five or six shows - all originals. Cue rejected reports that Apple considered acquiring Warner Bros., emphasizing that the company's ethos required building something authentic rather than licensing others' work. This strategy positioned Apple TV as a premium content creator rather than a aggregator.

Cue received the Cannes Lions Entertainment Person of the Year award for his leadership of both Apple TV and Apple Music. While he wouldn't confirm an F1 sequel, he expressed enthusiasm about returning to make another film in the franchise. He also mentioned an upcoming UFO conspiracy thriller project with director Jerry Bruckheimer.

Apple TV made history as the first streaming service to win Best Picture at the Oscars and achieved EGOT status in 2026. Cue believes Jobs would be proud of this success, noting the former CEO's belief that great entertainment always starts with story. This philosophy continues driving Apple's content decisions.