Eddy Cue, Apple’s Senior Vice President of Services, reflected on a significant year for the company during a presentation on Monday, highlighting the success of Apple TV’s newest series, “Pluribus.” Created by renowned writer Vince Gilligan and featuring Rhea Seehorn, who garnered her first Golden Globe win, the series has been touted as Apple TV’s most successful offering to date, driving a remarkable 36% increase in engagement in December.
December also marked the premiere of “F1: The Movie,” which followed a successful theatrical release, and the direct-to-streaming film “The Family Plan 2,” along with the beloved holiday classic “A Charlie Brown Christmas.” Overall, Apple TV demonstrated impressive growth, particularly across European and Latin American markets, as noted by Cue, who mentioned a “robust audience growth” alongside an ongoing expansion within the United States.
While Cue’s recap was filled with superlatives, specifics remained scarce. Apple has consistently opted not to disclose precise subscriber numbers or engagement figures since launching the service in November 2019, leaving some details about their audience growth ambiguous.
In discussing the overall performance of Apple’s Services sector, Cue highlighted that this division encompasses a range of offerings, including Apple TV, Apple Music, apps, video games, and cloud storage. He noted that Apple Music experienced its best year yet in 2025, breaking records for listenership and new subscribers, though exact figures were not shared. This growth comes after a decade of service, during which Apple Music has increasingly positioned itself as a competitor to Spotify.
Additionally, the App Store continues to thrive with 850 million average weekly users globally, signaling strong engagement across Apple’s digital offerings. Cue encapsulated the overall success of Apple services in 2025, declaring it a banner year characterized by innovative features and record-breaking achievements, reflecting a substantial level of enthusiasm among customers for Apple’s wide array of products and services. This positive trajectory not only underscores the potential for continued growth but also highlights Apple’s increasing foothold in the competitive streaming service and digital content landscape.