Apple TV+

Premium ad-free streaming service with ~45M subscribers, differentiated by exclusive Apple originals and deep integration with Apple's device and services ecosystem

Apple TV+, now rebranded as Apple TV as of October 13, 2025, is Apple Inc.'s subscription-based streaming service that launched in November 2019. The service is built entirely around Apple-funded original content — including critically acclaimed titles such as Ted Lasso, Severance, The Morning Show, and Slow Horses — distinguishing it from competitors that blend originals with licensed libraries. With an estimated 45 million subscribers as of 2025, it operates as a premium, ad-free proposition priced competitively to drive adoption across Apple's device ecosystem. The service is significant to the media industry as one of the few major streaming platforms to operate without advertising, positioning itself as a pure subscription play. Despite reported losses of approximately $1 billion per year (per Variety), Apple funds the service as a strategic complement to its hardware and services ecosystem rather than as a standalone profit center. The rebrand from Apple TV+ to Apple TV in October 2025 consolidates the brand with Apple's broader TV platform identity, which also encompasses the Apple TV hardware device and app aggregator. As a media property, Apple TV is a major commissioner and buyer of premium content, making it a significant force in Hollywood production spending and talent deals. It competes directly with Netflix, Max, Disney+, Paramount+, and Amazon Prime Video for subscribers and prestige content. The platform's ad-free model means it does not participate in streaming advertising markets, though its content investments and subscriber scale make it a major player in the broader media and entertainment landscape.