At the SXSW festival, Eddy Cue, Apple’s Senior VP of Services, engaged in a conversation with Ben Stiller, director of Apple TV+’s “Severance,” discussing Apple’s content strategy and the creative process behind the show. Cue highlighted Apple’s commitment to quality over quantity, drawing parallels with their hardware philosophy of producing fewer, premium products. Apple TV+ focuses on creating content with universal appeal, designed to resonate with a broad audience rather than niche markets.
Ben Stiller pointed out the challenges of capturing attention in today’s crowded entertainment landscape, comparing it to the simpler media landscape of their youth. Cue emphasized Apple’s approach of investing in a limited number of high-quality shows, which, despite the pressure to succeed, results in superior content. The success of “Severance” exemplifies this strategy, as it has managed to drive cultural conversations and significant fan engagement.
Reflecting on “Severance,” Cue noted its ability to captivate audiences week-to-week, reminiscent of classic TV series that people eagerly anticipated. The show’s success is evidenced by its dedicated fan base analyzing episodes on platforms like YouTube and podcasts. Cue also touched on Apple’s overall stability, assuring they remain competitive and focused on innovation.
Stiller inquired about the fate of Showtime, to which Cue replied it now exists as part of Paramount+. They also shared insights into the creation of “Severance,” including the casting of Adam Scott, who was initially not the obvious choice but won over the team after a compelling reading.
This conversation underscored Apple’s dedication to producing impactful content through a curated, high-quality approach, exemplified by “Severance,” which has successfully carved out a cultural niche in a competitive market.
