Apple TV

What Apple TV does

Apple TV is a subscription streaming service operated by Apple Inc. (NASDAQ: AAPL) that launched in November 2019 and distributes Apple Original films and series, live sports content, and third-party bundled programming through the Apple TV app and tv.apple.com. The core product is the Apple TV+ subscription priced at $12.99/month in the United States (with regional variants such as $6.99/month in markets including Niger, Namibia, Mozambique, Netherlands, and France) and a 7-day free trial; a single subscription supports Family Sharing for up to five members.

The platform's content pillars are Apple Originals (Emmy-winning series including Severance, Ted Lasso, The Morning Show, Slow Horses, Silo), and three exclusive live sports franchises: MLB Friday Night Baseball (through 2028, across 60 countries with no blackouts), Major League Soccer (global rights for 10 years from 2022, covering all 30 teams starting 2026 across 100+ countries), and Formula 1 (exclusive U.S. rights from 2026 through 2031 in a $750 million, five-year deal). Technical differentiators include 4K Dolby Vision streaming, multi-view capabilities for F1 showing up to four live feeds simultaneously, and original F1 programming such as 'Circuits in Focus' and 'The POV.'

The business model rests on three subscription revenue streams: direct monthly subscriptions, bundle subscriptions through Apple One Premier/Family and a co-bundle with Peacock ($14.99/month with ads or $19.99/month ad-free), and commercial distribution of live sports via EverPass Media to bars, restaurants, and casinos. Distribution extends across the Apple device ecosystem (iPhone, iPad, Mac, Apple TV 4K/HD, Apple Vision Pro), major smart TV manufacturers (Samsung, LG, VIZIO, Sony), streaming devices and game consoles (Roku, Fire TV, Google TV, PlayStation, Xbox), Android via Google Play, web browsers, and Xfinity cable boxes. The service uses a product-led growth motion in which live sports rights — particularly MLB — function as the dominant subscriber acquisition driver, with hardware bundling (3 months free with Apple TV 4K purchase) and ecosystem integration reinforcing retention.

Name

Apple TV

Legal name

Apple Inc.

Website

https://tv.apple.com

Company type

Public

Founded year

2019

Operating status

Operating

Short description

Apple TV is a subscription streaming service operated by Apple Inc. that delivers exclusive Apple Original series and films plus live sports (MLB, MLS, F1 U.S.) to global consumers across Apple devices, smart TVs, streaming hardware, and web at $12.99/month in the U.S.

Ownership category

akta.pro rank

Product category

Subscription Video Streaming

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Motion Picture and Video Distribution (51212), Spectator Sports (71121)

SIC

Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Sports Streaming Platforms (MPACAAAE)

akta.pro secondary industry

Sports Live Streaming Platforms (MPACACAF)

Keywords

• Subscription video streaming
• Live sports streaming
• Original content streaming
• OTT entertainment service
• Ad-free streaming platform

Headquarters

HQ city

Cupertino

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Subscription Revenue: Monthly subscription at $12.99/month in the US (varies internationally) with a 7-day free trial. Also included free for 3 months with Apple TV 4K purchase, bundled in Apple One, and free with Apple Music Student Plan.
2. Bundle Subscriptions: Apple TV + Peacock bundle at $14.99/month (with ads) or $19.99/month (ad-free), offering savings of 33-37%. Apple One Premier and Family plans bundle Apple TV with other Apple services.
3. Commercial Distribution (EverPass): Distribution of live sports content to commercial venues (bars, restaurants, casinos) through EverPass Media partnership

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels4 records

Core offering

Apple TV is a subscription streaming service that delivers Apple Original films and series alongside exclusive live sports content — including MLB Friday Night Baseball, MLS Season Pass (starting 2026), and Formula 1 racing (U.S. exclusive starting 2026) — distributed through the Apple TV app and tv.apple.com across Apple devices, smart TVs, streaming devices, game consoles, web browsers, and Android devices. The service is priced at $12.99/month in the U.S. with a 7-day free trial, supports family sharing for up to five members, and is also accessible via hardware-bundled promos (3 months free with Apple TV 4K) and the Apple One and Apple TV + Peacock bundles.

Product overview

Apple TV is a streaming platform operated by Apple that offers a subscription service ($12.99/month in the US, $6.99/month internationally) providing access to exclusive Apple Original content alongside live sports. The core product integrates three main content pillars: (1) Apple Originals—exclusive shows and films produced by Apple including Ted Lasso, Severance, Silo, and The Morning Show; (2) Friday Night Baseball—exclusive MLB coverage with two weekly matchups during the regular season; and (3) Starting in 2026, Formula 1 racing (US exclusive) and Major League Soccer (global). Additional offerings include the Apple One bundle (combining Apple TV with other Apple services) and the Apple TV + Peacock bundle. The platform is accessible via the Apple TV app across Apple devices, smart TVs, streaming devices, game consoles, and web browsers.

Differentiator

Problem solved

Functional benefit

Products and services

• Apple TV+ (Apple TV Subscription Service) Core subscription streaming service offering access to Apple Original shows and films, live sports (MLB Friday Night Baseball, MLS starting 2026, Formula 1 in the U.S. starting 2026), priced at $12.99/month in the U.S. with a 7-day free trial and family sharing for up to five members.
• Apple Originals Exclusive television shows and films produced by Apple, including award-winning series such as Ted Lasso, Severance, The Morning Show, Slow Horses, and Silo, plus films like F1: The Movie. New releases weekly, delivered ad-free as part of the Apple TV+ subscription.
• Friday Night Baseball Exclusive MLB game coverage featuring two MLB matchups each Friday during the regular season, available to Apple TV+ subscribers at no additional cost beyond the standard subscription, with rights running through the 2028 season across 60 countries without blackout restrictions.
• Formula 1 on Apple TV Exclusive U.S. broadcasting rights for Formula 1 Grand Prix races, including all practice sessions, qualifying rounds, and races (Miami, Monaco, British, Italian, and Austin Grand Prix). Coverage enhanced with 4K Dolby Vision, multi-view capabilities showing up to four simultaneous live feeds, and original programming like 'Circuits in Focus' and 'The POV', plus IMAX live broadcasts at 50+ U.S. IMAX locations.
• Major League Soccer on Apple TV (MLS Season Pass integration) Exclusive global streaming of all Major League Soccer matches to Apple TV+ subscribers starting with the 2026 season, covering all 30 MLS teams across 100+ countries with no blackout restrictions, with expanded distribution through DIRECTV, Comcast/Xfinity, and EverPass for commercial venues.
• Apple One Bundled Apple subscription service that includes Apple TV alongside up to five other Apple services (Apple Music, Apple Arcade, Apple Fitness+, iCloud+, Apple News+) in a single monthly subscription, with Premier and Family tiers providing a discount versus subscribing separately.
• Apple TV and Peacock Bundle Co-bundled subscription offering full access to both Apple TV+ and Peacock streaming services. Plans start at $14.99/month (Apple TV and Peacock Premium with ads) or $19.99/month (Apple TV and Peacock Premium Plus, ad-free), delivering 33–37% savings versus subscribing separately.

Quantifiable outcome

• MLB games drove more Apple TV signups between April and September 2025 than any series or film on the platform, with a single Dodgers vs. Yankees matchup generating 722,000 signups
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• TubiminorGTM or Marketing Partner · 24 March 2026Partnership with Tubi for exclusive F1 altcasts as part of Apple's streaming ecosystem. Tubi announced creator-hosted altcasts to complement Apple TV coverage.
• NetflixminorGTM or Marketing Partner · 13 March 2026Cross-promotional deal with Netflix for Canadian Grand Prix coverage and Drive to Survive content, leveraging F1's popular Netflix docuseries to drive viewership.
• DIRECTVcoreChannel Partner/ Reseller/ Distributor · 21 February 2026Apple expanded MLS distribution through new DIRECTV partnership for residential and commercial access to Apple TV's live sports content.
• Comcast/XfinitycoreChannel Partner/ Reseller/ Distributor · 21 February 2026Apple expanded MLS distribution through Comcast/Xfinity partnership, making Apple TV live sports available through Xfinity cable boxes.
• IMAXcoreStrategic or Co-development Partner · 19 February 2026IMAX partnership to broadcast five 2026 FIA Formula One World Championship races live to at least 50 IMAX locations across America, covering Miami, Monaco, Silverstone, Monza, and Austin Grand Prix. Collaboration builds on previous success with 'F1: The Movie' which grossed $97.6 million in IMAX worldwide.
• EverPass MediacoreChannel Partner/ Reseller/ Distributor · 19 February 2026Apple TV partnered with EverPass Media to expand live sports content—including F1, MLS, and MLB Friday Night Baseball—to commercial venues such as bars, restaurants, and casinos nationwide. Deal integrates all MLS matches into standard Apple TV+ offering for first time.
• Peacock (NBCUniversal)minorChannel Partner/ Reseller/ DistributorApple TV + Peacock bundle offers combined subscription starting at $14.99/month with ads or $19.99/month ad-free. Bundle subscribers save over 30% compared to separate subscriptions.

Scale indicators8 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Amazon Prime Video: Prime Video bundles streaming with Amazon Prime membership (similar to Apple One bundling) and holds Thursday Night Football and other live sports rights. Competes with Apple TV+ for premium scripted originals and is a key rival in the live sports acquisition arms race.
• DAZN: DAZN is a global sports streaming platform with rights across boxing, MMA, soccer, and other sports. Most comparable to Apple TV's MLS and emerging F1 distribution strategy as a pure-play sports streamer operating across 200+ markets.
• Netflix: Netflix is the global SVOD market leader and the most direct competitor to Apple TV+, competing for the same premium subscribers with original content and increasingly live sports (NFL, WWE, boxing). Both platforms rely on subscription revenue, original content libraries, and global distribution — Netflix is the scale benchmark Apple TV+ is measured against.
• Disney+: Disney+ is a premium SVOD service offering original content alongside major live sports (ESPN integration, NBA rights) and family-friendly originals. Disney+ competes directly with Apple TV+ for household streaming dollars and is the closest comparable on the bundled content + sports model.
• Hulu: Hulu is a major US SVOD service offering originals, next-day network TV, and live TV add-ons. Direct competitor in the US market for ad-supported and subscription streaming; relevant comparator on price-tiering and live TV bundling.
• Max (Warner Bros. Discovery): Max is a premium SVOD competitor with prestige original content (Game of Thrones spinoffs, HBO originals) and live sports including MLB (post-2028, when Apple rights end). Direct head-to-head with Apple TV+ in the prestige scripted space and increasingly in sports.
• Paramount+: Paramount+ offers premium SVOD with originals and live sports (NFL, Champions League, UFC). Competes with Apple TV+ for value-tier and family streaming subscribers and is a relevant benchmark on the sports + originals model.
• Peacock (NBCUniversal): Peacock is both a direct competitor (NBCUniversal SVOD with originals and live sports including Premier League, NFL, Olympics) and a partner via the Apple TV + Peacock bundle. The bundle partnership reflects their complementary positioning and shared subscriber bases.

Emerging players

• YouTube TV: YouTube TV is a live TV streaming bundle with NFL Sunday Ticket and growing sports rights portfolio, and YouTube (the platform) increasingly hosts premium originals. Represents the emerging threat of tech-platform-led streaming bundles competing with Apple TV+'s sports + originals proposition.
• ESPN+: ESPN+ is a sports-focused SVOD spinoff of ESPN with niche live sports rights. While not a direct head-to-head with Apple TV+'s full offering, ESPN+ represents the sports-only streaming model and is closely comparable on the F1 rights (which ESPN previously held) and MLB rights dimension.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/AppleTV
• YouTubeyoutube.com/appletv
• Facebookfacebook.com/AppleTV
• LinkedInlinkedin.com/company/apple
• Instagraminstagram.com/appletv

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Apple TV