Apple TV, previously known as Apple TV+, is a subscription-based streaming service offering original film and television series called Apple Originals. Launched on November 1, 2019, it is owned and operated by Apple Inc.. The service was announced at an Apple Special Event in March 2019 and can be accessed through Apple's website and the Apple TV app. In late 2025, the service was rebranded, dropping the "+" from its name to simply become Apple TV. Apple executives, including Eddy Cue (Senior VP of Internet Software & Services), Zack Van Amburg (Head of Worldwide Video Programming), and Jamie Erlicht (Head of Worldwide Video Programming), lead Apple TV.
Apple TV focuses on high-quality, original content, with over 150 original titles as of late 2025. Key series include "Ted Lasso," "Severance," and "For All Mankind". The platform has garnered critical acclaim and multiple Emmy awards. In the first quarter of 2025, Apple TV held an 8% market share in the US streaming market. In the British streaming market, Apple TV+ gained a 16% share of new subscribers. Despite its focus on original content and critical success, reports estimate that Apple loses $1 billion a year on Apple TV. As of 2025, Apple TV has over 45 million paid memberships.
