We get it if you’re struggling to wrap your head around what’s going on in Severance. Even Ben Stiller, the Apple TV+ show’s executive producer and primary director, admits the brain-bending series’ brain trust isn’t 100 percent certain about how all the pieces fit together.

Longtime Apple content chief Eddy Cue told a SXSW crowd on Sunday that Apple TV+ doesn’t make as many TV shows and movies as its competitors for the same reason that the tech giant doesn’t make as many hardware products as some competitors.

"The season is going to end soon and hopefully people will be along for the ride," the director and executive producer said.

SXSW film festival in Austin, Texas today, Apple's services chief Eddy Cue joined Ben Stiller on stage to discuss the hit Apple

At a panel discussion during SXSW in Austin, Texas, on Sunday, Ben Stiller and Eddy Cue, Apple’s Senior Vice President of Services, shared insights about their collaboration on the hit show Severance.