Tell me about why you've decided Apple now needs a permanent venue of its own.

Well, we've had a long history of music in London.

We started this a long time ago with this thing we did here called the iTunes Music Festival.

And part of it was always to try to give fans an experience of that they just couldn't get anywhere else.

It's a place that's designed first and foremost for the artists and the fans to connect in a small venue with the latest and greatest sound system and technology that you could possibly have so that they can experience the music in a way they've never had before.

And so when we moved to Battersea, we had this location that was perfect for a music hall.

And so it just felt like the perfect thing for Apple to do here in London, where music is such a big part of its history.

I just wonder what your thoughts are about the relationship between the fact you're opening up a live performance venue and the fact that there's more and more AI generated music being uploaded, which people are concerned about.

A- and on that then with your tech and designing these 6K little cameras we're talking about that did fit in the cockpit, how much of the Apple's tech philosophy on those iPhones sort of ran into the, into the making of the film? How much involvement was Apple saying, "Hey, how can we develop this? How can we do this?" And what, what was, what were you saying throughout all that time as well, Eddie?

Well, I think again, you know, it, technology doesn't replace a great story, but it can enhance it.

Uh, and this was an amazing story, and being able to be in actual races and, and so it's, it's real.

It's n- You know, the whole thing is, is not fake, you know.

They went to the, both of them went to driving school for months to be ready, so they're, they're actually driving the cars-

No

... how their, how fast their reaction time, the G-force, the speed, all of that.

And the movie really got that across.

What was the original vision of Apple TV and how has it evolved over time?

You know, obviously we are a technology company, but we were always about creatives from the very start.

We thought of how do we use technology to help creatives do their best work and empower them.

You are the living example of that, shooting on iPhone.

You don't need a team of folks.

You could do it all.

That was impossible, and that's what we've been about.

How do you see Apple branching into sports even further?

How would you say being in movie and television and the world of content, how would you say that has changed the larger organization, the larger Apple organization?

Well, we've always had a great appreciation for artists of all kinds, whether it was an architect, a photographer, a painter, musicians.

So to be a part of the process and to feel like we're contributing in that I think all of Apple's incredibly proud to see the work and feel like we've gotten into this area and done it the Apple way of trying to create the best content that's out there.

If you go back 10 years ago, most people were like, including some people inside of Apple, were like, this is crazy.

There's no way you'll be able to do this.

The bar is so high.

I think People at Apple are really, really proud that Apple TV is theirs.

Were you at all tempted to jump into the Warner Brothers discovery fray? Is there appetite for getting deeper into the studio side of the business with the library? Is that increased at all with everything going on?

Yeah.

Um, and so but what they don't want is they don't want to be forced into something that doesn't make any sense or isn't really friendly or isn't the right way to do it.

And so we would...

That's part of the 99 cents.

Uh, it was part of, like, you can...

In, in those times, you were burning a lot of CDs.

Uh, they had limitations on the number of burns.

[laughs]

Yeah

... at that time, and Steve came back, and that moment was the beginning of a change where you... at least we knew now that we weren't gonna go bankrupt, and so it really gave us life.

And so it was a, an incredible moment and, and I, I remember going backstage with Steve after it was done and, and, and, and hugging actually because it had gone so well and we knew that was a, a big step.

Uh, the second one, and, and, honestly now in hindsight I was...

I completely underestimated it [laughs] was the iPhone launch.

It's the only time I made my wife and my kids, my two kids come to the event.

They were eight and... eight years old.

[laughs]

How has your relationship with F1 evolved over the years?

I think it started when I was about 10 years old.

You know, I grew up in Miami.

And when you're 10 years old, as old as I am, Formula One races were not on television here in the U.S.

But I went to the library and I discovered this magazine called Auto Week.

And there was a page in AutoWeek and every one of their issues, the magazine came out weekly and there was a page in there about F1.

And so that's how I discovered the sport.

What did you mean by that?

Why, why haven't you pulled the trigger on NBA or an NFL package? You sort of have let Amazon kind of run away with that, being the streaming pioneer there.

Look, we, we said we like really looking at sport a little differently.

One of the things that we did with Friday Night Baseball, we wanted to, to learn a little bit about sports, so that's why we did it.

Um, but it wasn't an end goal of just Friday Night Baseball.

Um, MLS is closer to what we wanted to do, which is we'd like to own a sport end-to-end so that we can offer customers what we do today, which is you don't have to worry about blackouts, you don't worry about how to watch.

We can do, you know, picture and picture, we can do all kinds of things that every sports fan wants, I know that I want when I'm watching all these other sports.

Taking little rights here and there across all these different sports just doesn't deliver that.

Mm-hmm.