Apple to increase investment in streaming and theatrical films
蘋果將增加對串流媒體及院線電影的投資
更新於: 2026年6月25日 下午01:30
Apple is doubling down on its entertainment strategy, reaffirming a commitment to expanding its reach in both streaming and theatrical cinema.
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。
Moving away from the choice between the two platforms, Apple is adopting a hybrid model.
蘋果摒棄了二選一的平台模式，轉而採用混合模式。
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.
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。
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.
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。
A major turning point for this strategy was the racing drama 'F1,' starring Brad Pitt.
此策略的重大轉捩點是由布萊德．
The film's success at the global box office proved that theatrical runs can drive interest without hurting streaming performance.
彼特主演的賽車電影《F1》。
Following this, Apple is now pivoting toward franchise development, with a sequel to 'F1' already in the works.
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。
Unlike competitors who rely heavily on deep back-catalogs, Apple remains dedicated to its 'all-original' content approach.
此後，蘋果正轉向發展系列電影IP，且《F1》的續集已在製作中。
