At the 2025 South by Southwest (SXSW) festival, Apple’s Senior Vice President of Services, Eddy Cue, and acclaimed director and executive producer Ben Stiller sat down for an in-depth conversation about the success of Severance, one of Apple TV+’s most critically acclaimed series. The discussion touched on Apple’s approach to content creation, the deep thematic layers of the show, and what the future holds for Severance as it continues to captivate audiences.
Apple’s Approach to Creative Freedom
Stiller praised Apple’s hands-off approach when it comes to storytelling, stating that he was given full creative control over the show. Unlike traditional networks that may interfere with artistic direction, Apple has maintained a reputation for letting filmmakers bring their vision to life. Stiller emphasized that he had “never once” received pushback from Apple regarding the show’s content, allowing Severance to explore its eerie, thought-provoking themes without constraint.
This creative autonomy has been crucial to the show’s success, allowing it to explore corporate culture, identity, and the blurred lines between work and personal life. Interestingly, Stiller even acknowledged the comparisons between Apple and Lumon Industries, the fictional company in Severance, jokingly asking Cue if Apple is “okay.” Cue, in response, assured that the company is thriving and proud of Severance as a unique, standout project on its streaming platform.
Expanding the Severance Universe
During the session, the audience was treated to exclusive clips from the much-anticipated Severance Season 2, heightening anticipation for the next chapter of the story. Cue reaffirmed that Severance is one of Apple TV+’s most significant achievements, reflecting the company’s strategy of prioritizing high-quality storytelling over quantity.
The success of the series has led to discussions about its longevity, with reports suggesting that a third season is already in the planning stages. Stiller and the show’s writers have expressed their interest in continuing the story beyond the second season, potentially expanding the universe and diving deeper into the mysteries of Lumon Industries.
Apple TV+’s Strategy and Severance’s Impact
Apple TV+ has taken a unique approach to streaming, focusing on premium, well-crafted content rather than overwhelming subscribers with an endless catalog. Cue highlighted how Severance embodies this philosophy, proving that original storytelling can still thrive in the era of algorithm-driven content. The show’s eerie aesthetic, intense performances, and deep social commentary have resonated with audiences, making it one of the most talked-about series on the platform.
As Severance continues to push the boundaries of science fiction and psychological drama, its influence is undeniable. Apple’s commitment to fostering original, high-concept television ensures that Severance will remain a flagship title, drawing in new viewers while keeping longtime fans engaged.
