Eddie Cue, Senior Vice President of Internet Software and Services at Apple, hopped onto stage at SXSW this week with plenty to add to the conversation.

Apple has never been about making large acquisitions like Netflix and Disney, though he said Apple’s media buying strategy is deliberate, and the company anticipates a major shift in media consumption soon. Among the dozen or so shows picked up by the tech giant is “Carpool Karaoke,” a spinoff of the series popularized by James Corden on the “Late Late Show.”

The overarching strategy at Apple is “quality over quantity,” Cue made a point of saying,  contrasting with Netflix’s strategy of producing a significant amount of content exclusive to its platform. With that in mind, Apple is reportedly investing in new, original content without much regard for the price tag. Apple’s deep pockets are infamous, and now they’re being harnessed to develop a reliable pool of Apple TV content.

Cue made a point of comparing Apple with Pixar, saying both companies share the same approach and priority to storytelling. While Facebook makes moves into the sports streaming market, Cue said Apple will not be entering as a competitor in that market for the foreseeable future.

The details shared at SXSW were vague. What’s clear is a coming wave of Apple content that will perhaps create a new, serious contender for Netflix’s crown.