The director of Severance and the Apple TV+ executive discuss the impact of storytelling and technology on the entertainment industry.
South by Southwest (SXSW) 2025 witnessed a revealing conversation between Ben Stiller, acclaimed actor and director, and Eddy Cue, Apple’s Senior Vice President. The two discussed how innovation and creativity are not only transforming the entertainment industry but also the way audiences connect with stories.
“Severance”: Reinventing Television Narrative
Stiller shared the creative process behind Severance, one of Apple TV+’s most acclaimed series, highlighting how the team built a unique story that has deeply resonated with audiences. For him, the key to success lies in developing narratives that challenge expectations and spark conversations.
Apple and the Transformation of Digital Content
Meanwhile, Cue explained how Apple TV+ focuses on high-quality production, standing out with original stories that aim to leave a lasting impression. “It’s not about quantity, but impact,” he stated, emphasising the importance of curating content that truly connects with viewers.
Emotional Connection: The Secret to Success
Stiller and Cue agreed that emotions are the driving force of entertainment. Productions that achieve an authentic connection with audiences are the ones that stand the test of time. From the script to the performances, every element must be designed to evoke a genuine response.
The Art of Casting and Character Building
The Severance director underscored the importance of choosing the right cast. “Actors don’t just play characters; they embody them,” he remarked, highlighting how casting can define a series’ impact.
Music as a Protagonist in a Series
Stiller also emphasised the crucial role of the soundtrack in television storytelling. In Severance, the music doesn’t just set the mood—it becomes a key element in building suspense and visual identity.
Streaming Platforms and the Shift in Entertainment Consumption
Eddy Cue addressed how digital platforms have changed the way people consume content. The ability to watch what they want, when they want, and how they want has transformed the way series and films are produced.
Creativity, Risk, and Innovation: The Recipe for the Future of Entertainment
The conversation concluded with a key reflection: the entertainment industry will only move forward by continuing to bet on creativity and risk. Stiller and Cue agreed that the most memorable stories come from those who dare to challenge established norms.
With Apple TV+ championing cutting-edge content and creators like Stiller exploring new ways to tell stories, the future of entertainment promises to keep evolving with increasingly demanding and connected audiences.
