Apple's Senior Vice President of Services, Eddy Cue, revealed that Brazil is the second-largest market for Apple TV based on the number of subscribers and the fastest-growing, in an interview with Brazilian newspaper Folha de S. Paulo (via 9to5Mac).
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Speaking on the sidelines of Apple's recent Santa Monica event, where the company unveiled its content roadmap for 2026, Cue acknowledged that Apple has yet to produce original content in Brazil. In contrast, competitors like Netflix, Amazon and Disney have turned the country into a major production hub, leaving Apple on the back burner.
“It’s not moving as fast as I would like, especially if you want to be really good, but we’ll get there,” Cue said. Cue also reiterated Apple’s commitment to theatrical releases through distribution partnerships, citing the success of “F1: The Movie,” which was released in theaters by Warner Bros. and was nominated for an Oscar. Cue acknowledged that “the bar for leaving the house and going to the movies” is getting higher and higher, but he believes the experience remains irreplaceable.
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When asked if a potential deal could complicate Apple's film distribution, Cue was unconcerned. "We have a great relationship with the Netflix team — I've known them for a long time — and the same goes for our relationship with Warner," he said.
“I know Ted [Sarandos – Netflix CEO] very well. Well enough to believe that we will continue to work together in the future.“
Netflix has since pulled out of the bidding process, with Paramount widely expected to acquire the Warner Bros. property after regulatory approval. Meanwhile, Apple has struck a U.S. partnership with Netflix to bring the complete final season of “Formula 1: Drive to Survive” to Apple TV.
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A March 2025 report from The Information revealed that Apple TV subscriptions grew to about 45 million in 2024, but it was still losing more than $1 billion annually. The company has spent more than $5 billion annually on content since the service launched in 2019, but that was cut by $500 million in 2024 in response to pressure for cuts from Apple CEO Tim Cook and other executives.
