According to AppleInsider, Apple TV had its biggest year yet in 2025 with F1 The Movie pulling in $630 million at the box office to become the year’s highest-grossing film. The streaming service also announced a third season for Severance, which has transformed from a hit show into a full-blown cultural phenomenon. In a new interview with Screen International, Apple executives Eddy Cue, Zack Van Amburg, and Jamie Erlicht revealed their content philosophy centers on humanity rather than formulas. Van Amburg stated Apple will release a new original nearly every week in 2026, while Cue confirmed no ad-supported tier is planned and explained why they dropped the + from Apple TV+. The service also earned four Grammy nominations for music from both F1 The Movie and Severance.
The human touch behind the hits
Here’s the thing that struck me about Apple‘s approach – they’re not chasing algorithms or viral moments. Van Amburg basically said they want content that “resonates with an audience a little more deeply and thoughtfully.” That’s a refreshing departure from the content factories we see elsewhere. And it’s not just marketing speak – when you look at shows like Severance or films like F1, there’s a consistent thread of human-centered storytelling that feels intentional.
But can this philosophy scale? Van Amburg claims they’ll have a new original every week in 2026. That’s ambitious, to say the least. The challenge will be maintaining that human touch while ramping up production volume. Most streaming services struggle with quality control when they scale up – will Apple be different?
Smart moves and missed opportunities
The decision to drop the + from Apple TV+ makes perfect sense when you think about it. Cue’s explanation about other services having free tiers versus paid plus versions was actually pretty insightful. Apple TV was always a premium product – the + was confusing branding from the start.
But here’s what I’m wondering about: the no-ads stance. On one hand, it’s commendable that Apple is sticking to its premium positioning. On the other, with streaming services increasingly turning to ad-supported tiers to boost revenue and subscriber numbers, is Apple leaving money on the table? Or are they playing the long game, betting that quality will ultimately win over quantity?
The road ahead looks crowded
Weekly originals in 2026 means Apple is getting serious about competing with the big players. They’re no longer the boutique streaming service with a handful of prestige shows. They’re building a content library that needs to justify its place alongside Netflix, Disney+, and the rest.
The Grammy nominations for F1 and Severance are significant too. They’re not just making commercially successful content – they’re creating award-worthy work across multiple categories. That’s the kind of validation that attracts top talent and builds long-term credibility.
So where does this leave Apple TV? They’ve found their groove with human-centered storytelling that actually connects with audiences. Now they’re scaling up dramatically. 2026 will be the real test of whether their philosophy can survive the pressures of volume and competition. Personally, I’m curious to see if they can maintain that magic touch when they’re pumping out content at that pace.
