The streaming service plans to release a new original weekly in 2026, including more sci-fi, crime and comedy. There are no plans for an ad-supported tier.
Apple's rival to Netflix launched 7 years ago, in November 2019, with only a handful of original series – not a single licensed title. That stands in sharp contrast to competing streaming services that have extensive back catalogs.
In an interview with Screen International, Eddy Cue, SVP of Services, and Apple TV (formerly Apple TV+) executives Zack Van Amburg and Jamie Erlicht take stock.
- "I can tell you were growing faster, we have more viewers and they have more viewing hours in this past year than we've had at any time. It's no surprise. It goes back to the amount of content that were putting out versus where we started. We knew it would take some time to get to where we," said Eddy Cue, reflecting on the first 7 years.
No plans for licensed content
Unforeseen bumps along the road have included covid and the Hollywood strikes, according to Cue, which resulted in major challenges for a service that produces all of its own content.
Nevertheless, Cue has no intention of changing strategy. He dismisses the rumor that Apple is interested in acquiring Warner Bros.
Also read: Who wants to buy Warner Bros?
Theatrical releases may still happen
Over the years, Apple has alternated between theatrical and streaming premieres. F1 The Movie has been Apple Studios' only theatrical hit, while Wolfs was pulled at the last minute. Argylle flopped at the box office.
Is the tech giant done with theatrical releases? Jamie Erlicht would not go that far. He said future films will be evaluated "case-by case-", according to the Screen International.
Apple TV+ has been rebranded as Apple TV with a new logo. Video: Apple
No plans for ads
While nearly all major American streaming services have introduced introduced ad-supported tiers, typically as a cheaper subscription option, Apple currently has no plans to launch one.
- "Nothing at this time. Again, I don't want to say no forever, but there are no plans. If we can stay aggressive with our pricing, it's better for consumers not to get interrupted with ads," said Eddy Cue when asked about plans for ads.
Apple TV+ launched in 2019 at $5/month, rose to $7/month in October 2022, to $10/month in October 2023, and most recently to $13/month in August 2025.
The tech giant produces all of its content in 4K HDR with Dolby Atmos sound.
New movies and series in 2026
Amid rumors that Apple has cut its content budget, Eddy Cue insists the opposite is true. When producing movies and series, the focus remains on quality over quantity.
Apple TV has just launched one of its biggest series yet, Pluribus, from the creator of Breaking Bad. In December, F1 The Movie will premiere on the service. The executives say 2026 will be even bigger.
- "We have a new original nearly every single week (in 2026). I can now see The Family Plan 2 coming up, the next season of Ted Lasso, For All Mankind, The Morning Show and Hijack is coming back. That's mixed with all these new originals – Vince Gilligan is coming out with Pluribus, and Emma Thompson is in Down Cemetery Road. Slow Horses is on right now and continuing. Our audience has spoken loudly about what they love, and being able to deliver that along with some new things is a fun place to be," said Van Amburg.
Upcoming films include Greyhound 2 starring Tom Hanks and the comedy Outcome starring Keanu Reeves and Cameron Diaz.
Upcoming series highlights include Star City (For All Mankind spinoff) as well as new seasons of Ted Lasso, Slow Horses and Shrinking.
One of Apple's major projects in development is a UFO-themed movie by Joseph Kosinski (F1 The Movie, Top Gun: Maverick) and Jerry Bruckheimer. However, that one will not be ready in 2026. Another Bruckheimer production, Razorblade Tears, is also in the pipeline.
- Source: Screen International
