Under Tim Cook, Apple deliberately did not acquire a large third-party TV library, unlike Netflix, Disney+, or Max. At the 2026 Cannes Lions festival, Apple services chief Eddy Cue (executing Cook's strategy) explained that Apple chose to build its streaming service around original programming and films only, believing that a curated, premium slate was the right path . This has positioned Apple TV+ as "the category's most selective streamer," overperforming in premium, interruption-free viewing while underperforming in everyday habitual consumption . Cook's thesis has been quality over quantity: a relatively small catalog with a steady cadence of high-profile, risk-taking originals .