Apple TV went from skepticism to Cannes Lions recognition under Eddy Cue


Apple SVP of Services Eddy Cue. Photo credit: Re/Code

Cannes Lions is honoring Apple Services chief Eddy Cue after Apple turned its once-questioned Apple TV push into a credible prestige entertainment business with growing influence in Hollywood.

Cue will receive Cannes Lions’ Entertainment Person of the Year honor during the Cannes Lions International Festival of Creativity, which runs June 22 through June 26 in Cannes, France. Cue is also scheduled to appear in a keynote conversation with producer Jerry Bruckheimer, whose “F1” became one of Apple’s highest-profile theatrical films.

Cannes Lions is recognizing Apple’s growing power across entertainment, advertising, and subscription services as much as it is honoring Cue himself. The festival focuses heavily on marketing, audience engagement, and platform influence instead of traditional Hollywood prestige.

Cue fits naturally into that environment because Apple controls both the devices people use and the services delivered through them.

Apple launched its Apple TV streaming service in November 2019 after years of speculation about whether it could establish itself in Hollywood. Instead of trying to match Netflix or Disney in sheer content volume, Apple leaned into prestige projects, high-profile talent deals, and awards campaigns.

Critics questioned whether Apple could compete seriously with a much smaller catalog and no Hollywood track record. Many also doubted the company would stay committed to such an expensive business before the strategy started producing major awards and prestige hits.

Apple has built a credible position in Hollywood since launching Apple TV in 2019. “CODA” became the first streaming film to win the Academy Award for Best Picture, and shows like “The Studio” helped the company collect major Emmys.

Earlier hits like “Ted Lasso” also helped establish Apple TV as a serious awards contender. Those wins gave Apple a reputation for prestige programming without forcing it to match the scale of larger streaming rivals.

Why Cannes Lions picked Eddy Cue

Cannes Lions focuses far more on advertising, branding, audience engagement, and media technology than traditional Hollywood awards do. Its emphasis on platform influence helps explain why Apple services chief Eddy Cue received the honor instead of a studio executive or filmmaker.

Simon Cook, as reported by Variety, said Apple has “redefined how audiences engage with culture” through the company’s platforms and experiences. His comments reflect how Apple uses entertainment to strengthen a much larger business built around hardware, subscriptions, payments, and software services.

Middle-aged man in a dark double-breasted suit stands on a glamorous event carpet beside a sleek black Formula 1 race car, with a modern, brightly lit backdrop and crowd behind.Eddy Cue will receive Cannes Lions’ Entertainment Person of the Year honor. Image credit: Variety

Cue oversees Apple’s services business as the company’s senior vice president of services and health. Apple had a record year for Services in 2025, giving products like Apple TV, Apple Music, and subscription bundles a larger strategic role within the company.

Recognition from Cannes Lions also arrives during a period when technology companies are exerting more influence over content financing, theatrical distribution, streaming rights, and sports programming. Apple, Amazon, and Netflix now compete directly with legacy studios across much of the entertainment business.

Apple’s entertainment business now carries more industry credibility than it did at launch. Executives have repeatedly framed the service around quality programming instead of massive content libraries.

Prestige programming doesn’t guarantee the kind of mass-market subscriber growth larger streaming rivals chase, though the strategy fits Apple’s preference for tighter curation and premium positioning. Cue’s honor signals that Apple’s strategy earned real credibility within the entertainment industry.



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Recent Reviews


Modern displays are amazing when it comes to detail, brightness, color, and all the ingredients that make for an impressive picture—except motion clarity.

CRT screens are still the king of motion clarity, but plasma flat-panel screens hold a respectable second place, and in many ways I still miss my old 720p 51-inch plasma TV and the crisp motion I gave up by switching to a 4K LCD.

Plasma solved motion the “right” way

Plasma displays didn’t just show an image—they flashed it.

While they operate on different principles, CRTs and plasma TVs have a few things in common. First, the phosphors used by CRTs and plasma displays are the same. Second, because these phosphors fade quickly, they need to be continuously refreshed.

In a CRT, the electron beam scanning from the top to the bottom of the screen achieves this, and in a plasma, a high-speed electric pulse does the same. Because of this rapid pulse-and-fade, these screen technologies have crisp perceptual motion, since our brains tend to interpret moving images that don’t pulse as “smearing” across our retinas.

The pulsing nature of plasma technology isn’t the only reason for its better motion reproduction. These screens also have very low latency and very fast pixel response times. Combined, it’s not quite as good as CRT motion handling, but it’s significantly better than LCD and OLED technology, even today.

Modern TVs rely on sample-and-hold—and that’s the problem

Stand and deliver blurry images

Blur Busters UFO Test

Modern LCD and OLED televisions are “sample and hold” technologies. They can hold each frame of video perfectly for the entire duration of that frame without deviating in brightness and then instantly snap to the next frame without any dipping to black in-between.

On paper, this sounds like a good thing, but your eyes don’t stay still when tracking motion. As they follow a moving object, the image being held on screen effectively drags across your retina, creating the perception of blur. Even if the panel itself is perfectly sharp.

You might not even realize how blurry motion is on modern displays if all you’ve ever seen with the naked eye is an LCD or plasma. However, if you see a CRT or plasma in person, the difference is quite striking.

The sample and hold issue means that no matter how much you increase the refresh rate, that type of blur persists. It’s why my 85Hz CRT monitor is clearly less blurry in motion than my 240Hz LCD monitor. It’s especially apparent when you’re playing 2D games that scroll the entire screen, with LCDs or OLEDs smearing the image in a way that gives me a bit of a headache if I’m being honest.

Playing Diablo 2 on a CRT. Credit: Sydney Louw Butler/Shutterstock.com

It creates this weird situation where a modern TV can be incredibly sharp in a freeze frame but somehow look softer than a lower-resolution display that isn’t sample and hold as soon as you press play.

Motion interpolation is a workaround, not a solution

It’s an abomination, that’s what it is

One of the “fixes” that TV makers came up with to reduce unwanted motion blur is a technology known as frame interpolation, or more commonly “motion smoothing.” Here an algorithm creates fake frames that guess at what the middle step of motion would look like if it were captured. This creates a high frame-rate video output, which we see as smoother and more crisp.

While this doesn’t take away sample-and-hold blur, it does improve motion clarity. Unfortunately, it also destroys the intended frame rate that shows and movies were meant to be seen at. It’s also useless for video games, because it introduces an enormous amount of input lag. NVIDIA’s DLSS technology is also frame interpolation, but it works for games because of several mitigations NVIDIA put into the technology. These measures don’t exist on TVs.

While some people think motion smoothing isn’t all bad, TV makers are no longer activating it by default as much anymore, and my advice is to always turn it off because the trade-offs are just not worth it.

Screenshot 2025-07-01 at 9.21.03 AM

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TCL

Display Size

85-inches

The 2025 model TCL QM6K Google TV delivers a stunningly clear and bright picture with a new Mini-LED panel, improved local dimming zones, Dolby Vision IQ, and a neat new Halo Control system for improved visuals. Get this TV and elevate your living room. 


Black frame insertion tries to recreate plasma—but comes with trade-offs

Who turned out the lights?

The other trick sample-and-hold screens have to mimic what CRTs and plasma TVs do naturally is called BFI, or Black Frame Insertion. As the name suggests, the display inserts a full black frame between every original frame. This provides an instant and dramatic increase in motion clarity. However, it also has a big impact on brightness. As much as half of the light is now gone, so the image is much dimmer. Pushing overall brightness to compensate makes things hotter and more energy-hungry.

Some BFI implementations cause visible flicker, for which I personally have no tolerance at all, but the biggest problem here is that BFI doesn’t have the smooth pulsing roll off of the phosphors used in CRTs and plasma.


The future might circle back—but we’re not there yet

That might be changing, however, because a new generation of LCDs can leverage the power of multi-zone backlight technology to strobe the backlight across the screen in a way that mimics a CRT scanline.

NVIDIA’s G-SYNC Pulsar has received rave reviews from the biggest motion blur haters, and I sincerely hope that a similar technology becomes standard in TVs going ahead, so we can go back to enjoying the crisp motion we used to have without all the compromises.



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