Apple Services Head Eddy Cue has said that “better and more” programming is coming to Apple TV after accepting the 2026 Entertainment Person of the Year award at Cannes.

Cue and producer Jerry Bruckheimer had already indicated one of the things we can expect: a sequel to F1 The Movie …

The award was made to Cue for the “world-class content” provided through the Apple TV platform. He responded by saying that the company had never strived to be the most, but rather the best, and that Apple was “just getting started.”

As TNW reports, Cue said that Apple wants to remain true to that principle while also increasing its output.

The ambition, by his telling, is simple enough to fit on an awards plaque: better, more […] The governing principle, Cue said, is “the best, not the most,” which makes the stated goal of “more” a slightly delicate one to hold alongside it.

The piece says Apple actually used its small initial output as a selling point to producers.

Cue recounted convincing Reese Witherspoon and Jennifer Aniston to bring “The Morning Show” to Apple by arguing that a service with no other programming would believe in it more completely than a rival with a deep slate.

The Hollywood Reporter noted that Bruckheimer had been similarly impressed by Apple’s response to his F1 movie pitch.

“We pitched [F1] to nine different exhibitors, studios, and Apple came to us with the most creative way, keeping in theaters, they said, for 45 days,” Bruckheimer shared. “But as it turned out, they left it there as long as people were buying tickets, which was really a great experience for audiences. And then it went to streaming and was a big success for them.”

Cue said the company responded flexibly to what was happening in real time.

“When you are trying to be the best, you can’t have hard and fast rules. You have to be flexible, you have to be able to move quickly.”

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