[13][14] After joining Twitter, Apatow was noted to have a large online following, which helped her become a contributor to Zooey Deschanel's website Hello Giggles as a writer and interviewer.

[29] In 2022, a viral social media post by Meriem Derradji described Apatow as a "nepo baby" for her family connections in the entertainment industry.

[32][33] The term attained greater notoriety following New York publishing a year-end feature that called 2022 "The Year of the Nepo Baby," with a cover depicting Apatow among others.

[34][35][36] Apatow made her New York theatrical debut Off-Broadway in 2023, replacing Lena Hall as Audrey in a revival of Alan Menken and Howard Ashman's Little Shop of Horrors, with a planned stint from February to April.

[37] The opportunity to appear on stage was available due to the delay in filming of the third season of Euphoria, with Apatow citing Little Shop of Horrors as an important musical for having "sort of introduced me to the genre as a whole" when she was a child.

[39] With her Little Shop run coming to a close, it was then announced that Apatow would join the West End revival of Cabaret from May 29, in the starring role of Sally Bowles.

[41] In April 2024, Apatow and longtime collaborator Olivia Rosenbloom launched Jewelbox Pictures, a film and television production company.

[42] The company's first project was Poetic License, Apatow's debut feature as a director, with a cast that included her mother in a starring role.