What Is Apple TV? Plans, Pricing, & How to Sign Up

Connected TV

In a streaming landscape increasingly shaped by premium originals and live sports rights, Apple TV has positioned itself as a sleek, ad-free content powerhouse. While viewers tune in for award-winning series and marquee events, Apple TV devices also serve another purpose — giving advertisers high-value Connected TV inventory within ad-supported apps, where engaged audiences are already primed to watch.

This guide breaks down everything you need to know about Apple TV, from its content offerings to subscription options, helping both viewers and marketers make informed decisions.

What Is Apple TV?

Apple TV is Apple’s premium streaming service, offering exclusive original series, films, documentaries, and live sports events without commercial interruptions. Launched in 2019, it has grown to over 45 million paid memberships, focusing on high-quality, curated content that appeals to diverse audiences.

Apple TV vs Apple TV+

Apple TV+ was rebranded to simply Apple TV in October 2025, marking the platform’s first name change since its launch to create a “vibrant new identity” and simplify branding. This shift aligns the service more closely with Apple’s ecosystem, including the Apple TV app and hardware, while maintaining its focus on original programming.

Types of Content Available

Apple TV curates a focused library of exclusive originals and live events, emphasizing quality over quantity. Some popular categories included with your subscription are:

• Thrilling Dramas: Gripping series like award-winning shows exploring complex human emotions and societal issues.
• Epic Sci-Fi: Ambitious narratives in futuristic worlds, featuring high-production-value series that blend innovative visuals with thought-provoking themes.
• Feel-Good Comedies: Lighthearted shows with clever humor and relatable characters.
• Action Adventures: High-stakes films and series packed with adrenaline-pumping sequences.
• Thrillers: Suspenseful plots involving mystery, danger, and psychological depth.
• Sports Documentaries and Live Coverage: In-depth looks at athletes and events, plus live streams of major leagues like MLS, Formula 1 (starting 2026 for U.S. viewers), and Friday Night Baseball.
• Documentaries and Non-Fiction: Insightful explorations of real-world topics, from environmental issues to cultural phenomena.

How to Sign Up for Apple TV

Getting started with Apple TV is straightforward. Just follow these simple steps:

• Visit the Apple TV Website or App: Head to tv.apple.com or open the Apple TV app on your device to begin the process, where you’ll find options for trials and subscriptions.
• Choose a Plan: Select from standalone monthly, annual, or bundled options like Apple One, ensuring it fits your viewing needs or budget.
• Enter Your Apple ID: Sign in with an existing Apple ID or create a new one, which securely links your account across devices.
• Start a Free Trial: Opt for the 7-day free trial (or longer offers with device purchases) to explore content before committing.
• Complete Payment: Add your payment details and confirm, granting immediate access to the full library on up to six devices simultaneously.
• Redeem Special Offers: If eligible, apply codes for extended free access, such as three months with a new Apple device or through student plans.

Apple TV Plans & Pricing

Apple TV offers flexible pricing tiers to suit different budgets, from individual subscriptions to family bundles.

Standalone Plan

The standalone monthly plan provides full access to Apple TV’s ad-free library for $12.99 per month after a free 7-day trial, allowing users to stream on multiple devices with 4K resolution and spatial audio. This option is ideal for casual viewers who want premium content without long-term commitments.

Annual Plan

For cost savings, the annual plan is priced at $99.99 upfront, effectively reducing the monthly cost to about $8.33 and saving over $56 compared to paying monthly. This prepaid option suits dedicated fans who are trying to save money, reflecting a trend where 42% of CTV users feel they’re overspending on subscriptions.

Bundles and Addons

Apple TV bundles with services like Apple One start at $19.95 per month, combining it with up to five other Apple offerings such as Music and Arcade for comprehensive entertainment value. Additionally, the Apple TV and Peacock bundle offers two tiers—$14.99/month with ads on Peacock or $19.99/month ad-free—saving over 30% and appealing to sports enthusiasts with combined access to MLS, Formula 1, and more.

Does Apple TV Have Ads?

No, Apple TV does not contain streaming advertising throughout its content. Apple TV remains completely ad-free, delivering uninterrupted viewing of its exclusive originals and live sports to enhance user satisfaction. This commercial-free model sets it apart in a crowded streaming market. 

For advertisers, this means opportunities lie in targeting Apple TV users through broader OTT advertising ecosystems, such as through free, ad-supported streaming services, rather than direct in-content placements.

What Devices Support Apple TV?

Apple TV is accessible across a wide range of devices, ensuring flexibility for consumers to watch.

• Apple Devices: Stream seamlessly on iPhone, iPad, Mac, and Apple Vision Pro.
• Apple TV Hardware: Use the Apple TV 4K set-top box for high-definition viewing on your TV.
• Smart TVs: Compatible with select Samsung, LG, Sony, and Vizio models via the built-in Apple TV app.
• Streaming Devices: Works on Roku, Amazon Fire TV, Google TV, and PlayStation/Xbox consoles.
• Web Browsers: Watch on tv.apple.com using any modern browser on PCs or laptops.
• Android Devices: Available on Android phones and tablets through the Apple TV app.

Why You Need Performance TV

Want to reach streaming audiences beyond Apple TV+? While Apple TV+ operates primarily as a subscription service, MNTN’s CTV advertising platform gives you access to premium ad-supported CTV inventory across other leading streaming networks. With AI-powered targeting, automated optimization, and real-time attribution, your campaigns connect with engaged viewers and deliver measurable performance.

Here’s how MNTN Performance TV helps marketers reach streaming audiences outside Apple TV+:

• Premium CTV Inventory – Run ads across top ad-supported streaming platforms with guaranteed, brand-safe placements.
• MNTN Matched – AI-driven targeting ensures your ads reach high-intent viewers most likely to engage and convert.
• Verified Visits™ Attribution – Tracks site visits and conversions tied directly to ad exposure, providing transparent performance insights.
• Automated Optimization – AI continuously fine-tunes campaigns in real time to maximize efficiency and eliminate wasted spend.
• Reporting Suite – Access real-time data on engagement, conversions, and ROAS to refine your strategy.

Go beyond Apple TV+ with performance-driven television advertising—sign up today to get started with MNTN’s self-serve software.

Apple TV: Final Thoughts

Apple TV continues to evolve as a leader in premium streaming, blending exclusive content with ad-free viewing to captivate consumers and create valuable opportunities for advertisers in the CTV landscape. With flexible plans and bundles that enhance value, it’s a smart choice for anyone seeking high-quality entertainment backed by Apple’s innovation.As CTV spending is projected to reach $38 billion in 2026, platforms like MNTN empower marketers to connect with Apple TV audiences effectively, driving measurable results in this dynamic space.