Eddy Cue, Apple's Senior Vice President of Internet Software and Services, has, for the first time, addressed rumors swirling around the number of Apple TV subscribers. In response to the estimated user base of around 45 million, he unequivocally declared that the true subscriber count is substantially higher. Recently, following the rebranding of Apple TV+ to simply Apple TV, Cue reaffirmed this stance during a podcast interview. External speculation posits that if Apple TV's global user base nears 100 million, it would secure a spot among the second-tier global streaming platforms. Cue acknowledged that constructing an original content library and drawing in subscribers has proven far more arduous than anticipated, with unforeseen events causing setbacks in business advancement. Nevertheless, the management team is broadly content with the platform's current performance. The monthly subscription fee for Apple TV's standalone service has seen a notable increase, and Apple allocates up to $4 billion annually towards original programming. Despite this, its profitability remains an enigma.