Apple’s services business is on a roll, with record-breaking engagement and subscriber growth. Eddy Cue’s latest memo points to significant strides and plans for the future.
Apple’s services division has turned into a major profit engine, consistently setting revenue records. The tech giant’s portfolio now boasts a wealth of offerings, including Apple TV, its film division, Apple Music, Apple News, and the Apple One bundle. This year, Apple senior VP of services Eddy Cue shared insights on the company’s achievements and outlined expectations for 2026 in a memo released on Monday morning.
In his note, Cue noted that December marked a new high for engagement and viewership on Apple TV, with total hours viewed soaring by 36 percent compared to the previous year. While Apple has been tight-lipped about subscriber numbers, Cue identified the series Pluribus as a standout, calling it the “biggest series to date” for the platform, surpassing hits like Ted Lasso. Additionally, the streaming premieres of F1, The Family Plan 2, and the classic A Charlie Brown Christmas contributed to this impressive growth.
Apple Music also saw significant achievements this year, setting new records for listenership and subscriber numbers, although specific figures haven’t been disclosed. Beyond TV and music, Apple’s services encompass a vast array of features. According to Cue, the App Store has more than 850 million average weekly users. Developers have benefitted immensely, with over $550 billion earned since the store’s launch in 2008. Cue also highlighted that Apple Pay generated over $100 billion in incremental merchant sales globally while successfully combating fraud, saving over $1 billion.
Apple continues to strengthen its service offerings through the Apple One bundle, which combines a variety of features including TV, Music, Arcade, and iCloud storage all into one convenient package. Recent changes to Apple TV, such as its name and substantial investments in sports content like Formula 1, along with collaborations like the unique partnership with Chase, indicate that Cue and Apple are serious about expanding the platform’s reach and enhancing viewer engagement.
