Apple TV+

This article is about the streaming service. For the media player hardware, see Apple TV. For the media player app from Apple, see Apple TV app.

Apple TV+
DeveloperApple Inc.
Key people
  • Tim Cook (Apple CEO)
  • Eddy Cue (Senior VP of Internet Software & Services)[1]
  • Zack Van Amburg (Head of Worldwide Video Programming)[2]
  • Jamie Erlicht (Head of Worldwide Video Programming)[2]
  • Matt Cherniss (Head of Domestic Creative Development)[3]
  • Morgan Wandell (Head of International Creative Development)[4]
  • Molly Thompson (Head of Documentaries and Unscripted)[5]
  • Tara Sorensen (Head of Kids Programming)[6]
TypeOTT streaming platform
Launch dateNovember 2019 (2019-11)[7]
Platform(s)
  • Apple TV app
  • Web browsers
Members45 million (est., as of 2025)[8]
Pricing model
  • Monthly subscription
  • Included with Apple One (where available)
Websiteapple.com/apple-tv-plus

Apple TV+ is an American subscription over-the-top streaming service owned by Apple. The service launched on November 1, 2019 and it offers a selection of original production film and television series called Apple Originals.[9] The service was announced during the Apple Special Event of March 2019,[10][11] where entertainers from Apple TV+ projects appeared onstage, including Jennifer Aniston, Oprah Winfrey, and Steven Spielberg.[12][13] The service can be accessed through Apple's website and through the Apple TV app, which has gradually become available on many Apple devices and some major competing digital media players,[14] including some smart TV models and video-game consoles. Apple TV+ has over 45 million paid memberships.[15]

Apple plans to expand the services' availability,[16][17][18][19] and there are workarounds for subscribers whose device is not presently supported.[14] Access is included as part of the Apple One subscription.[20] Most of the content is available in Dolby Vision profile 5 and Dolby Atmos. Upon its debut, Apple TV+ was available in about 100 countries, fewer than the reported target of 150.[21][22] Several countries were excluded from service despite other Apple products being available.[23][24][25] Commentators noted that the fairly wide initial reach of the service offered Apple an advantage over other recently launched services such as Disney+, and that because Apple distributes its own content through the service instead of distributing licensed third-party content (as, for example, Netflix does) it will not be limited by licensing issues during its expansion.[26][27][28]

By early 2020, Apple TV+ had poor growth and low subscriber numbers relative to competing services.[29][30][31][32] In the middle of that year, Apple began to license older television programs and films, attempting to stay competitive with other services, attract and retain a viewership for its original content, and convert into subscribers users who were trialing the service.[30][29] Since then, the service has become the home to critically acclaimed content: between September 2021 and March 2022, Apple TV+ netted a Primetime Emmy Award for Outstanding Comedy Series with Ted Lasso and the Academy Award for Best Picture with CODA, the first Best Picture win for a film distributed by a streaming service.[33] Natalie Portman, Reese Witherspoon and Jennifer Aniston have all signed a multi year look deal with Apple TV+ to develop more television projects under their production companies. Apple TV+ (along with the simultaneously announced a-la-carte premium-video subscription aggregation service Apple TV app) is part of a concerted effort by Apple to expand its service revenues.[17][34][35] The service's programming arm is Apple Studios.

  1. ^ Otterson, Joe (April 14, 2021). "From 'Star Wars' to 'Avatar: The Last Airbender': How Big IP Is Driving the Streaming Wars". Variety. Archived from the original on April 14, 2021. Retrieved April 14, 2021.
  2. ^ a b Andreeva, Nellie (June 16, 2017). "Apple Taps Sony TV's Zack Van Amburg & Jamie Erlicht As Heads Of Programming". Deadline Hollywood. Archived from the original on November 30, 2017. Retrieved March 31, 2021.
  3. ^ Andreeva, Nellie (August 15, 2017). "Matt Cherniss Joins Apple As Head Of Development For New Programming Unit". Deadline Hollywood. Archived from the original on November 6, 2020. Retrieved January 29, 2021.
  4. ^ Andreeva, Nellie (October 20, 2017). "Amazon's Morgan Wandell Joins Apple As Head Of International TV Development". Deadline Hollywood. Archived from the original on November 28, 2020. Retrieved January 29, 2021.
  5. ^ Otterson, Joe (April 15, 2019). "Apple Hires Molly Thompson as Head of Documentaries". Variety. Archived from the original on November 7, 2020. Retrieved April 5, 2021.
  6. ^ Goldberg, Lasley (December 21, 2017). "Amazon Head of Kids Programming Tara Sorensen Among Trio Exiting for Apple (Exclusive)". The Hollywood Reporter. Archived from the original on December 22, 2017. Retrieved March 31, 2021.
  7. ^ "Apple Targets Apple TV+ Launch in january, Weighs $9.99 Price After Free Trial". August 19, 2019. Archived from the original on August 20, 2019. Retrieved August 20, 2019.
  8. ^ Maglio, Tony (March 29, 2024). "How Many Subscribers Each Streaming Service Has — Spring 2024 Edition". IndieWire. Retrieved February 3, 2025.
  9. ^ Kirkland, Justin; Westenfeld, Adrienne; Miller, Matt (November 1, 2019). "Every Debut Apple TV+ Show Ranked From Worst to Best". Esquire. Archived from the original on January 11, 2020. Retrieved November 1, 2019.
  10. ^ Welch, Chris (March 25, 2019). "Apple announces Apple TV Plus video subscription service". The Verge. Archived from the original on March 26, 2019. Retrieved March 25, 2019.
  11. ^ Wakabayashi, Daisuke; Koblin, John (March 25, 2019). "Apple Unveils Video Service With Celebrity Parade but Few Details". The New York Times. Archived from the original on March 26, 2019. Retrieved March 26, 2019.
  12. ^ Desantis, Rachel; Young, Susan (March 25, 2019). "Apple Reveals Apple TV+, with Shows from Oprah Winfrey, Jennifer Aniston & Reese Witherspoon". People. Archived from the original on March 26, 2019. Retrieved March 26, 2019.
  13. ^ Holloway, Daniel (March 25, 2019). "Apple Reveals New TV Streaming Service". Variety. Archived from the original on September 29, 2019. Retrieved March 26, 2019.
  14. ^ a b Cite error: The named reference workarounds was invoked but never defined (see the help page).
  15. ^ Bouma, Luke (March 20, 2025). "Apple TV+ Faces $1 Billion Annual Loss Despite Subscriber Growth According to New Report". Cord Cutters News. Retrieved March 20, 2025.
  16. ^ Travers, Ben (October 29, 2019). "Apple TV+ Original Series: What Those Mixed Reviews Mean For Friday's Launch". IndieWire. Archived from the original on December 23, 2019. Retrieved November 1, 2019.
  17. ^ a b Greenwald, Will (March 26, 2019). "Apple TV Is the Death of Apple TV". PC Magazine. Archived from the original on June 14, 2019. Retrieved March 26, 2019.
  18. ^ Cite error: The named reference AppleTVSoftwareExpansionPhilosophy was invoked but never defined (see the help page).
  19. ^ Cite error: The named reference AppleTVSoftwareExpansionPlatforms was invoked but never defined (see the help page).
  20. ^ Alexander, Julia (September 15, 2020). "Apple confirms Apple One subscription bundle, bringing together Music, TV Plus, Arcade, and more". The Verge. Archived from the original on September 15, 2020. Retrieved September 15, 2020.
  21. ^ Gurman, Mark; Sakoui, Anousha; Shaw, Lucas (August 19, 2019). "Apple Targets Apple TV+ Launch in November, Weighs $9.99 Price After Free Trial". Bloomberg.com. Archived from the original on November 5, 2019. Retrieved November 6, 2019.
  22. ^ Anderton, Ethan (September 10, 2019). "Apple TV+ Launch Date Set for November with Lowest Cost of Any Major Streaming Service". SlashFilm. Archived from the original on November 6, 2019. Retrieved November 6, 2019.
  23. ^ Stead, Chris (November 1, 2019). "What countries is Apple TV+ available in?". Finder.com.au. Archived from the original on November 6, 2019. Retrieved November 6, 2019.
  24. ^ "Availability of Apple Media Services". Apple.com. Archived from the original on November 26, 2022. Retrieved November 6, 2019.
  25. ^ Çalışkan, Necdet (September 11, 2019). "Apple TV+ uygulaması Türkiye'de olacak mı?' – Netflix'in rakibi Apple TV+ için Türkiye ilk 107'ye giremedi!" [Will the Apple TV+ application be available in Turkey? – Turkey not among initial 107 countries for debut of Netflix rival Apple TV+]. Habertürk (in Turkish). Archived from the original on November 6, 2019. Retrieved November 6, 2019.
  26. ^ Alvarez, Edgar (September 10, 2019). "Apple can make TV+ ubiquitous through brute force". Engadget. Archived from the original on November 6, 2019. Retrieved November 2, 2019.
  27. ^ Kafka, Peter (October 31, 2019). "Your guide to Apple TV+, Disney+, and all the other streamers chasing Netflix". Vox.com. Archived from the original on November 5, 2019. Retrieved November 6, 2019.
  28. ^ "Industry reacts to Apple TV+". CSI Magazine. March 26, 2019. Archived from the original on November 6, 2019. Retrieved November 6, 2019.
  29. ^ a b Cite error: The named reference Katz was invoked but never defined (see the help page).
  30. ^ a b Cite error: The named reference Mayo19May was invoked but never defined (see the help page).
  31. ^ Cite error: The named reference Shaw was invoked but never defined (see the help page).
  32. ^ Cite error: The named reference Hayes was invoked but never defined (see the help page).
  33. ^ Baysinger, Tim (March 28, 2022). "Apple's Hollywood ambitions vindicated with 'Coda' Oscar wins". Axios. Archived from the original on April 21, 2022. Retrieved March 31, 2021.
  34. ^ Lawrence, Dallas (March 26, 2019). "Apple TV's biggest news isn't about content, it's about screens — you can watch anywhere". VentureBeat. Archived from the original on March 26, 2019. Retrieved March 26, 2019.
  35. ^ Pullen, John Patrick (March 24, 2019). "Apple's Two-Word Plan for the Future of the Internet: Subscribe Now". Forbes. Archived from the original on March 25, 2019. Retrieved March 25, 2019.
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