蘋果將增加對串流媒體及院線電影的投資
Apple to increase investment in streaming and theatrical films
Updated at: June 25, 2026 at 01:30 PM
蘋果正加倍投注其娛樂策略，重申將擴大其在串流媒體與院線電影領域版圖的承諾。
Apple is doubling down on its entertainment strategy, reaffirming a commitment to expanding its reach in both streaming and theatrical cinema.
蘋果摒棄了二選一的平台模式，轉而採用混合模式。
Moving away from the choice between the two platforms, Apple is adopting a hybrid model.
該公司認為，院線發行是在影片登陸其串流服務（現簡稱 Apple TV）之前，打造話題並觸及更廣大觀眾的有效途徑。
The company views theatrical releases as an effective way to build buzz and reach wider audiences before a title moves to its streaming service, now known simply as Apple TV.
高階主管 Eddy Cue 近期在坎城國際創意節獲獎時，證實此一方向已獲得包括準執行長 John Ternus 在內的領導層全力支持。
Senior executive Eddy Cue, recently honored at the Cannes Lions International Festival, confirmed that this direction is fully supported by leadership, including incoming CEO John Ternus.
彼特主演的賽車電影《F1》。
The film's success at the global box office proved that theatrical runs can drive interest without hurting streaming performance.
該片在全球票房的成功證明，院線放映能夠帶動興趣，且不會損害串流媒體的成績。
Following this, Apple is now pivoting toward franchise development, with a sequel to 'F1' already in the works.
此後，蘋果正轉向發展系列電影IP，且《F1》的續集已在製作中。
Unlike competitors who rely heavily on deep back-catalogs, Apple remains dedicated to its 'all-original' content approach.
與依賴深厚影視庫的競爭對手不同，蘋果仍致力於「全原創」內容的路線。
By carefully selecting which projects receive a theatrical run, the tech giant continues to evolve as a serious Hollywood contender, focused on long-term audience loyalty and quality growth.
透過謹慎篩選具備院線發行潛力的項目，這家科技巨頭正持續蛻變為一家嚴肅的好萊塢競爭者，專注於長期觀眾黏著度與品質成長。
