Ben Stiller and Eddy Cue Discuss 'Severance' and Apple TV+ Strategy at SXSW

The hit series' creative journey and cultural impact highlight Apple's selective approach to content creation.

Apple's Eddy Cue and Ben Stiller shared insights into the making of 'Severance' during a SXSW panel, emphasizing Apple's focus on quality over quantity in its content strategy.
'Severance' has become a cultural phenomenon, with high fan engagement and widespread acclaim as its Season 2 finale approaches on March 21.
Stiller highlighted the creative freedom Apple TV+ provided, crediting the platform's leadership for supporting his vision for the show, including casting Adam Scott as the lead.
Stiller humorously compared Lumon Industries, the fictional corporation in 'Severance,' to Apple, noting parallels in their aesthetics and intrigue while praising Apple's non-interference in the show's creative process.
Cue underscored Apple's philosophy of curating premium, universally appealing content, describing 'Severance' as a rare show that drives cultural conversation week to week.