At a panel discussion during SXSW in Austin, Texas, on Sunday, Ben Stiller and Eddy Cue, Apple’s Senior Vice President of Services, shared insights about their collaboration on the hit show Severance.

Longtime Apple content chief Eddy Cue told a SXSW crowd on Sunday that Apple TV+ doesn’t make as many TV shows and movies as its competitors for the same reason that the tech giant doesn’t make as many hardware products as some competitors.

"The season is going to end soon and hopefully people will be along for the ride," the director and executive producer said.