Apple TV (streaming service)
| Developer | Apple Inc. |
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| Type | OTT streaming platform |
| Launch date | November 2019 |
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| Members | 45 million (est., as of 2025) |
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Apple TV, formerly known as Apple TV+, is a 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. Its programming arm is Apple Studios.
The service was announced during the Apple Special Event of March 2019. It can be accessed through Apple's website and through the Apple TV app. Apple TV has over 45 million paid memberships. The service was rebranded in late 2025, removing the + from "Apple TV".
Apple plans to expand the services' availability, and there are workarounds for subscribers whose device is not presently supported. Access is included as part of the Apple One subscription. 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. Several countries were excluded from service despite other Apple products being available. 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 would not be limited by licensing issues during its expansion.
Apple TV initially experienced poor growth and low subscriber numbers relative to other competing services during its first full year in 2020. Since then, the service has become the home to more 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. 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.