Apple continues to double down on its original content! Yesterday at SXSW 2025 in Austin, Texas, Apple’s head of services Eddy Cue and director Ben Stiller took the stage to talk about the hit series Severance on Apple TV+.
Severance: More Popular Than Ever on Apple TV+
If you haven’t caught up with the series—which might be tough considering the buzz—Severance immerses viewers in the unsettling world of Lumon Industries, where employees experience a drastic separation between their personal and professional memories. This imposed dual existence inevitably raises questions about free will, memory, and control.
In a session that lasted over 40 minutes, Eddy Cue couldn’t help cracking some jokes about Apple while praising the work of Ben Stiller and Dan Erickson, the creator of the series. According to him, Severance has now become the most-watched series of all time on Apple TV+, a milestone that underscores the massive impact of the show, even surpassing the Ted Lasso phenomenon.
Season 2 Heats Up as Season 3 Gets Greenlit
Currently, Season 2 is in full swing with eight episodes already available. This new batch of episodes pushes Lumon’s employees to deal with the sometimes catastrophic consequences of their attempts to break through the psychological barrier separating their two lives.
The stellar cast—Adam Scott, Britt Lower, Zach Cherry, John Turturro, Patricia Arquette, and even Christopher Walken—continues to captivate audiences, solidifying the series’ cult status. With such global excitement, Season 3 is already in the works, with writing set to start very soon.
Is Apple TV+ More Than Just a Showcase for Apple?
Beyond Severance, the discussion at SXSW illustrates how Apple TV+ is gradually becoming a serious player in the streaming universe. With critical and popular successes like Foundation, For All Mankind, Silo, Ted Lasso, and Severance, Apple is no longer just padding its catalog: the company is clearly aiming for premium productions that can compete with industry giants.
• Watch Severance on Apple TV+