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.

"I do remember when we first sold the show to Apple TV+ and I said ‘what's Apple TV+', because you guys didn't exist yet, you were just starting out, and it almost didn't seem real," said Ben Stiller,

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.

SXSW film festival in Austin, Texas today, Apple's services chief Eddy Cue joined Ben Stiller on stage to discuss the hit Apple