• by Joe Mandese , 7 hours ago

Apple may be known best for its technological innovation, but when it comes to its burgeoning entertainment business it's all about the story, Senior Vice President-Services and Health Eddy Cue told Cannes Lions festival attendees this morning during a conversation with filmmaker Jerry Bruckheimer.

That said, innovative technology can significantly amplify stories in new and previously unimaginable ways, he said, citing Apple's recent hit theatrical and streaming film "F1," which was produced by Bruckheimer.

In a cinematic breakthrough, Apple invented new, miniaturized cameras capable of filming Hollywood-quality movies without adding any weight to the Formula One racing cars.

If you've seen "F1," you already know how the new camera technology transformed moviemaking, but that's not the end of Apple's innovation, Cue said, noting that the new cameras will be part of Apple's next generation of iPhone technology.

In a related example of the blending of Apple's proprietary tech and storytelling, Cue noted that the haptic feedback tech embedded in its iPhones was utilized as part of the "F1" ad campaign to give consumers a physical sense of the movie's racing action via their phone.

Cue, who was being honored as the Lion's "Entertainment Person of the Year," said the storytelling function was something he originally learned from Apple Founder Steve Jobs, who also was the Founder and head of award-winning Pixar Studios, and despite its breakthrough animation tech, said every great film and scene within its films, begins and ends with the story it is telling -- and showing.

That spirit has been embedded in every series and movie created and streamed by seven-year-old Apple TV, whose next big film is a story about journalists probing the U.S. government's UFO files.

Cue described it as an "All The President's Men" approach to UFO storytelling based on real information, not science fiction.