Eddy Cue, SVP of Services at Apple, delivered a look back at 2025 Monday, anointing Pluribus as Apple TV’s “biggest series to date.”
The series, created by Vince Gilligan and starring Rhea Seehorn, helped drive a 36% surge in engagement in December, according to Cue’s recap. The month also saw the arrival of F1: The Movie after its blockbuster run in movie theaters, along with straight-to-streaming film The Family Plan 2 and holiday special A Charlie Brown Christmas.
As is typical for Apple, Cue’s overview leaned on superlatives and relative comparisons but lacked hard data. It also wasn’t clear how the company calculates engagement, or the exact size of the audience that grew. Since launching the service in November 2019, Apple has declined to break out subscriber numbers or viewership figures.
Apple TV (which ditched the “plus” symbol in 2025) also saw “robust audience growth across Europe and Latin America,” Cue wrote, along with “continued expansion in the U.S.”
In disclosing results for its Services division, Apple combines all of its subsidiary parts together, blending Apple TV with music, apps, video games, cloud storage and other services. As is the case with Apple TV, the public can sometimes get glimpses of performance, but the individual businesses are wrapped up in the total. Apple Music, for example, had its best year ever in 2025, according to cue, “breaking records across both listenership and new subscribers,” though neither metric is provided. Apple Music turned 10 years old last year and has given Spotify a run for its money after initially struggling.
The App Store had 850 million average weekly users globally, according to Cue.
“Apple services had a banner year, rolling out game-changing features for customers while shattering records,” the exec wrote. “The numbers reflect the incredible enthusiasm of our customers, whether it’s downloading an exciting new app or game, watching the hottest new show with family and friends, listening to their favorite songs, or shopping with peace of mind. “
