I agree with others...some are more cuddly than others. I will tell you though, that our Wylie became more and more cuddly as he aged. He was a little less cuddly from puppyhood until about 4-5...but then got more and more cuddly every year since, it's the best!
Just continue to give LOTS of positive feedback, play with him, never ever punish him, talk to him sweetly, build his confidence, and shower him with love....he will come around

.