Apple TV's second-largest market by subscribers is Brazil, and it's also the service's fastest-growing region, according to SVP Eddy Cue. Speaking in Santa Monica, Cue acknowledged Apple has yet to produce any original series or films in the country, a stark contrast to rivals like Netflix and Amazon, which have established major production hubs there.

Competitors have turned Brazil into a content production hub, leaving Apple playing catch-up. Cue stated the process is slower than he'd like but emphasized that Brazilian audiences demand quality, which the company is prioritizing as it builds its local content strategy. The executive highlighted the significant opportunity to create culturally resonant stories for this key demographic.

Despite reaching approximately 45 million subscribers globally in 2024, Apple TV+ continues to hemorrhage money, losing more than $1 billion annually. The service has reduced its content budget by $500 million following pressure from CEO Tim Cook. Cue separately reaffirmed Apple's commitment to theatrical releases, pointing to the Oscar-nominated 'F1: The Movie' as proof of the enduring value of the cinema experience.