Apple TV+
- Company typePublic
- Founded1976
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingDigital Commerce or Content
What Apple TV+ does
Apple TV+ is Apple's subscription streaming video service, launched in November 2019 as part of the company's services expansion strategy. It offers Apple Original programming across drama, comedy, documentary, and children's categories, supplemented by live sports rights including Formula 1 (multi-year partnership, 2024), Major League Soccer (10-year exclusive, 2023), and MLB Friday Night Baseball. The service is distributed globally in more than 100 countries and regions via the Apple TV app, which is pre-installed on all Apple devices (iPhone, iPad, Mac, Apple TV) and also available on Samsung, LG, Sony, and Vizio smart TVs as well as Roku and Amazon Fire TV. The Apple TV app uses Apple Intelligence for personalized content discovery and recommendations, and selected originals support spatial audio on AirPods and HomePod.
The service operates on three commercial rails: a $9.99/month standalone subscription, inclusion in Apple One tiers ($20.95 Individual, $26.95 Family, $37.95 Premier) that bundle Apple Music, Apple Arcade, and iCloud+, and a three-month free trial attached to purchases of new iPhones, iPads, Macs, and Apple TVs. Apple TV+ does not run advertising on its core service. Apple Inc. does not separately disclose Apple TV+ revenue; the service is reported within Apple's broader services segment, which generated $96.2 billion in FY2024. Customer concentration is low from a demand perspective — the subscriber base is mass-market and consumer — but the multi-year MLS and F1 commitments concentrate content spend on a small number of rights partners.
Strategically, Apple TV+ functions less as a standalone profit center and more as an ecosystem retention asset: it deepens the value of Apple hardware, supports Apple One attach, and provides high-profile content surfaces (F1, MLS, MLB, Emmy-recognized originals such as Severance, Pluribus, and Widows Bay) that reinforce the broader Apple brand. China mainland remains the principal geographic gap, and no standalone subscriber, ARPU, or margin data is publicly disclosed by Apple.
Apple TV+ firmographics
Firmographics- Name
- Apple TV+
- Legal name
- Apple Inc.
- Website
- https://apple.com
- Company type
- Public
- Founded year
- 1976
- Operating status
- Operating
- Ownership category
- akta.pro rank
Apple TV+ industry classification
Industry- Product category
- Video Streaming
- NAICS
- Television Broadcasting Stations (516120)
- SIC
- Cable & Other Pay Television Services (4841)
- akta.pro primary industry
- Sports Streaming Platforms (MPACAAAE)
- akta.pro secondary industry
- Pay-TV Value-Added Services (DVR, VOD, TV Everywhere, Apps) (MPABAGAG)
Keywords
Apple TV+ business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Infrastructure, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Apple TV+ Subscription: Standalone subscription service priced at $9.99/month, providing unlimited access to Apple TV+ original content library including shows, films, and documentaries.
- Apple One Premier Bundle: Apple TV+ is included in the Apple One Premier bundle ($37.95/month) alongside Apple Music, Apple TV+, Apple Arcade, and 2TB iCloud+ storage, enabling cross-service subscriber acquisition.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Apple TV+ Standalone |
| Subscription | Monthly | Apple One Premier |
| Subscription | Monthly | Apple One Individual |
| Subscription | Monthly | Apple One Family |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Apple TV+ product offering
Product offeringCore offering
Apple TV+ is a subscription-based streaming video service offering Apple Originals including dramas, comedies, documentaries, and children's programming alongside exclusive live sports coverage of Formula 1 Grand Prix races, Major League Soccer matches, and MLB Friday Night Baseball games. The service is accessible globally through the Apple TV app across Apple devices (iPhone, iPad, Mac, Apple TV, AirPods) and compatible third-party platforms (smart TVs, streaming sticks). It is offered as a standalone subscription at $9.99/month or as part of Apple One bundles, with ad-free viewing, offline downloads, and family sharing for up to six members.
Product overview
Apple TV+ is Apple's standalone subscription streaming video service featuring original programming including dramas, comedies, documentaries, and live sports. The service operates as part of Apple's broader entertainment offerings alongside Apple TV app, Apple Music, and Apple Arcade. Content includes F1 racing, MLS soccer, MLB Friday Night Baseball, and various Apple Original series.
Differentiator
Problem solved
Functional benefit
Products and services
- Apple TV+ Streaming Service Apple's subscription-based streaming video service offering original TV shows, movies, documentaries, and sports content. Provides unlimited access to Apple Originals including dramas, comedies, documentaries, and children's programming, priced at $9.99/month standalone with family sharing for up to 6 members. Available globally in over 100 countries through the Apple TV app on Apple devices and compatible smart TVs/streaming sticks.
- F1 on Apple TV+ Live and on-demand streaming of every Formula 1 Grand Prix race throughout the racing season, providing sports fans with exclusive access to comprehensive F1 coverage as part of an Apple TV+ subscription.
- MLS on Apple TV Exclusive live streaming of every Major League Soccer match, covering all clubs and all games throughout the MLS season, available to Apple TV+ subscribers as part of the multi-year MLS rights partnership.
- MLB Friday Night Baseball Live streaming of Major League Baseball games every Friday evening throughout the season, available to Apple TV+ subscribers as part of Apple's exclusive MLB Friday Night Baseball programming block.
Quantifiable outcome
- 19 Emmy nominations for Severance including Best Drama
- +2 more outcomes
Companies that use Apple TV+
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Apple TV+ technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Apple TV+ partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- Formula 1flagshipApple TV+ streams every Formula 1 Grand Prix race live and on demand through the F1 on Apple TV+ offering. This multi-year partnership brings comprehensive F1 coverage to subscribers with exclusive access to all races throughout the racing season.
- Major League Soccer (MLS)flagshipApple TV+ holds exclusive rights to stream all MLS matches live, including every club and every game throughout the season. This landmark 10-year partnership represents Apple's most significant sports investment.
- MLB (Friday Night Baseball)coreApple TV+ streams live MLB games every Friday night, providing baseball fans with regular season game access.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Apple TV+ competitors and assessment
Company assessmentDirect peers
- Amazon Prime Video: Amazon Prime Video bundles streaming into Prime membership and produces major originals plus carries live sports (Thursday Night Football, NBA). It competes with Apple TV+ both as a standalone SVOD and as a value-added ecosystem service.
- Netflix: Netflix is the global SVOD category leader with the largest subscriber base and deepest original content library. It is the primary direct competitor to Apple TV+ for premium original streaming, competing head-to-head for the same household subscription dollars.
- Peacock: Peacock (NBCUniversal) offers NBC originals, library content, and live sports including Premier League and NFL. It is a direct competitor to Apple TV+ for ad-supported and premium SVOD sports subscribers.
- Max: Max (Warner Bros. Discovery) is a premium SVOD service with HBO originals, Warner Bros. films, and live HBO sports content. It competes directly with Apple TV+ for prestige drama subscribers and live sports audiences.
- Hulu: Hulu provides next-day TV, originals, and live TV streaming to U.S. households. It competes with Apple TV+ for general entertainment SVOD subscribers and is often bundled in competing entertainment packages.
- Paramount+: Paramount+ combines CBS, Paramount Pictures, Showtime, and live NFL/UEFA sports in a single SVOD bundle. It competes with Apple TV+ for sports-enabled premium subscription households.
- Disney+: Disney+ is a flagship SVOD service combining Disney, Pixar, Marvel, Star Wars, and National Geographic originals. It competes with Apple TV+ for premium family and franchise-driven streaming subscribers globally.
Emerging players
- DAZN: DAZN is a global sports streaming platform with boxing, soccer, and combat sports rights. It is an emerging player that overlaps with Apple TV+'s F1 motorsports and MLS rights positioning in the live sports streaming category.
- YouTube TV: YouTube TV is a virtual MVPD offering live TV channels including sports networks. It competes with Apple TV+ for live sports viewership and household subscription dollars in the U.S. market.
- ESPN+: ESPN+ is a sports-focused SVOD service with live MLB, NHL, UFC, and college sports. It is a partial peer that competes specifically with Apple TV+'s sports offering (F1, MLS, MLB Friday Night Baseball) for live sports subscribers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Apple TV+ social profiles
Digital presenceApple TV+ financial estimates
Financial estimateRevenue estimate
Valuation estimate
Apple TV+ leadership team
Management profileNumber of profiles
Apple TV+ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Apple TV+ M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Apple TV+
What does Apple TV+ do?
Apple TV+ is a subscription-based streaming video service offering Apple Originals including dramas, comedies, documentaries, and children's programming alongside exclusive live sports coverage of Formula 1 Grand Prix races, Major League Soccer matches, and MLB Friday Night Baseball games. The service is accessible globally through the Apple TV app across Apple devices (iPhone, iPad, Mac, Apple TV, AirPods) and compatible third-party platforms (smart TVs, streaming sticks). It is offered as a standalone subscription at $9.99/month or as part of Apple One bundles, with ad-free viewing, offline downloads, and family sharing for up to six members.
Is Apple TV+ a public or private company?
Apple TV+ is a public company. It is classified as public and is currently operating.
When was Apple TV+ founded?
Apple TV+ was founded in 1976.
How does Apple TV+ make money?
Two revenue lines are on record. Apple TV+ Subscription is the primary driver. The others are apple One Premier Bundle.
Who are Apple TV+'s main competitors?
Direct peers on record are Amazon Prime Video, Netflix, Peacock, Max, Hulu, Paramount+ and Disney+. Emerging players are DAZN, YouTube TV and ESPN+.
Does Apple TV+ have an API?
No public API is recorded for Apple TV+.
What industry is Apple TV+ in?
Apple TV+'s product category is Video Streaming. Its primary akta.pro industry code is MPACAAAE, Sports Streaming Platforms, with a secondary code of MPABAGAG, Pay-TV Value-Added Services (DVR, VOD, TV Everywhere, Apps). Its NAICS code is 516120 and its SIC code is 4841.