News Eddy Cue at SXSW

Published on March 12th, 2018 | by Brad Gibson


Apple “all in” on quality TV content, says senior VP Cue

Apple is focused less on quantity and more on quality in its bid to create subscription-based, streaming video content, according to Apple’s senior vice president, Eddy Cue.

Speaking at the SXSW conference Monday in Austin, TX, Cue said Apple is “making huge investments” in the content space for television programs, but that the focus is on quality storytelling.

“We’re not after quantity, we’re after quality,” he said. “We’re completely all in…We think there’s a huge opportunity…Money isn’t an issue.”

Cue said Apple previously didn’t “know anything about making television” and has built a team of around 40 people to focus on content creation and distribution.

When asked about persistent rumors Apple is interested in buying Netflix, Cue said the company’s history is not to purchase large, existing companies, “but something that will be the next thing,” he commented.

As for Apple getting into the live sports broadcasting business, he said the company wasn’t interested like Twitter, Facebook and others, and instead was concentrating on creating a better user experience of existing sports programming.

“One of the things we want to do is make the whole sports viewing experience change. (for instance) I want to get an alert when the Duke game starts to remind me when it’s there,” he said.

Commenting on the HomePod, which currently offers limited capability with Apple TV, Cue said Apple was “happy” with initial sales, but gave no numbers. “It’s the best musicologist there is,” he said.

Cue stayed evasive on specific plans for new content or enhancements to Apple TV.

Cue announced during his conversation that Apple is acquiring Next Issue Media LLC and its digital-magazine-subscription service Texture, a product developed by top magazine companies that bundles together some 200 subscriptions into one monthly service at $10 a month.

Photo image via @hartmut_giesen

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About the Author

Brad is co-founder and editor-in-chief of He has been a technology reporter since the late 1980s having previously worked for MacUser, MacFormat, and iCreate magazines, as well as,,,, and He hosted and produced the MacFormat This Week podcast for three years. He was also a reporter, editor, and producer for the AOL, the BBC, Associated Press, and United Press International.

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