Why Apple TV is betting against the streamer playbook
Sydney Morning Herald
by Michael IdatoFebruary 20, 2026
AI-Generated Deep Dive Summary
Apple TV’s senior vice-president of services, Eddy Cue, has declared the era of relying on algorithms for content creation in streaming as over. In an interview, Cue emphasized that while customer data can provide valuable insights, it should not dictate creative decisions. Drawing inspiration from Henry Ford’s famous quote about innovation, he argued that true creativity comes from bold risks and a belief in storytelling rather than analytics. Apple TV aims to prioritize quality by focusing on compelling narratives and exceptional talent, setting itself apart from competitors like Netflix and Disney who heavily rely on data-driven strategies.
The streaming landscape has undergone significant changes, with platforms introducing ad-supported tiers, bundling services, and investing in sports rights to mimic traditional broadcasters. Despite these trends, Cue believes success lies in giving creative projects time to develop and perfect their stories. He shared an anecdote about Steve Jobs and Pixar’s approach to filmmaking, highlighting the importance of storytelling as the foundation for any project. Apple TV’s strategy aligns with this philosophy, aiming to produce shows that are not just popular but truly exceptional.
While streaming has transformed how content is distributed and consumed, Cue maintains that the core focus should remain on crafting compelling stories. This approach reflects Apple’s broader business vision, where services like Apple Music and Apple TV operate as part of a diverse ecosystem rather than standalone content silos. The company’s goal is to be the best in its field, not necessarily the biggest, emphasizing quality over quantity.
In Australia, the streaming industry has seen slow growth despite the proliferation of platforms. Apple TV’s focus on high-quality storytelling could potentially breathe new life into local content creation, offering a fresh perspective in an increasingly competitive market. As the industry evolves, Cue’s emphasis on creative vision and innovation highlights a shift away from data-driven approaches to a more human-centric model, which could redefine the future of streaming entertainment.
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Originally published on Sydney Morning Herald on 2/20/2026