At a recent promotional event in Santa Monica, California, Apple TV gathered around 200 journalists to unveil its content plans for 2026, featuring major Hollywood stars and industry producers. Eddy Cue, Apple's senior vice president, emphasized the company’s commitment to quality over quantity in its content offerings, aiming to create original productions instead of licensing existing films and series. This strategy is viewed as integral to Apple’s brand identity, distinguishing Apple TV as a provider of premium content.

During the event, Cue reflected on Apple TV's journey since its launch seven years ago, stating that they did not enter the market to become the platform with the most content but to deliver high-quality options. He noted that this philosophy is deeply embedded in Apple’s operations across all its products and services. This approach has been aligned with their acquisition strategy, which includes bolstering their catalog with original works rather than relying on licensed material from other studios.

Apple TV's emphasis on original content, featuring celebrated directors like Martin Scorsese and Spike Lee, has helped position the platform as a competitive player in the streaming industry. As they continue to develop their identity in the Brazilian market and beyond, Apple TV’s strategy highlights the importance of unique storytelling in building a loyal viewer base, particularly in a market that is increasingly crowded with various streaming services.