Apple TV delivered some of its biggest hits yet in 2025, but executives say its success comes from heart, not hype.

2025 has been a banner year for Apple TV. It released the biggest film of 2025, "F1 The Movie", which pulled in an impressive $630 at the box office.

It also announced the third season of "Severance", a show that has breached containment and has become a full-fledged cultural moment.

As we wind down 2025, Apple executives have addressed some of the questions that have been on everyone's mind.

In a new interview with Screen International, first spotted by 9to5Mac, Apple's senior vice president of Service Eddy Cue, and Apple chiefs of Worldwide Video, Zack Van Amburg and Jamie Erlicht have sat down to talk shop about the company's road to success.

When asked what makes an Apple Original an Apple Original, Van Amburg suggested that it was less of a formula and more of a feeling.

"The interesting thing for us at Apple is we want movies to come out differently," he tells Screen International. "...I want want them to resonate with an audience a little more deeply and thoughtfully."

"A core tenet of everything Apple does is the notion that humanity needs to be at the centre of it, and that's everything from app design to hardware engineering to everything in between."

And it appears that 2026 is shaping up to be another busy year for the streaming service.

"We have a new original nearly every single week [in 2026]," Van Amburg says. "...Our audience has spoken loudly about what they love and being able to deliver that with some new things is a fun place to be."

When asked if Apple had any plans for an ad-supported tier, Cue stated that the company didn't have any plans to add one just yet.

And, finally, Cue sheds some light on why Apple removed the + from Apple TV+.

"We have services like iCloud and Apple News that have a plus," he explains. "But the reason they do is because they have a free service that's permanent, so you can get Apple News for free, and then there's a plus version that offers more content..."

"But lots of us just called it Apple TV, and we thought with all the content and everything we've got, let's just call it what we've always called it."

On Friday, the Recording Academy released its list of nominees for the 68th Grammy Awards. Apple TV scored four nominations across four categories, thanks to music from "F1 The Movie" and "Severance."