What Is Apple TV? Plans, Pricing, & How to Sign Up
Daniel Stock | 8 Min Read
Disclaimer: MNTN is a performance-focused Connected TV advertising platform. This article is for informational purposes only. To sign up for Apple TV or learn more, please visit their official website.
Quick Takeaways
What viewers and marketers need to know about Apple TV.
-
Apple TV combines premium originals, live sports, and flexible access.
-
Apple Originals stay ad-free, while sports and partners include advertising.
-
Subscriptions offer monthly, annual, bundled, and promotional pricing options.
-
Apple TV works broadly across devices without requiring Apple hardware.
-
Advertisers should target audiences through measurable CTV, not specific devices.
In a streaming landscape shaped by premium originals, live sports, and an ever-growing list of subscription options, Apple TV has carved out a distinct place with its polished viewing experience and ad-free, exclusive programming.
Apple TV has plenty to keep viewers watching, but between pricing, bundles, add-ons, and device options, figuring out the best way to watch may not be so obvious. This guide cuts through the plot twists so you can spend less time comparing plans and more time pressing play.
We’ll also discuss a few practical options that advertisers have to reach these viewers on a mostly ad-free platform. Let’s dive in.
What Is Apple TV?
Apple TV is Apple’s premium subscription streaming service, offering exclusive original series, films, documentaries, and live sports. Apple Originals (series and movies) stream without ads.
Originally launched as Apple TV+ in 2019, the service focuses on a curated library of original programming for a wide range of audiences. In other words, it’s where you’d go to get truly unique content that you can’t find on any other service.
Apple TV vs Apple TV+
Apple TV+ was rebranded as Apple TV in October 2025, marking the platform’s first name change since launch. Apple described the update as a “vibrant new identity.” Similar names can still cause confusion, so hopefully this next sentence provides a little clarity: Apple TV is the subscription service; the Apple TV app is where viewers access it and other video content; and Apple TV 4K is the streaming device.
Types of Content Available
Apple TV offers a focused library of exclusive originals and live sports, with new releases added weekly.
-
Drama Thrilling Dramas
Award-winning series that explore complex human emotions, workplace pressures, family relationships, and social issues.
What You’ll FindThe Morning Show, Pachinko, and Lessons in Chemistry.
-
Sci-Fi Epic Sci-Fi
Ambitious stories set in alternate timelines and futuristic worlds, pairing inventive visuals with high-concept ideas.
What You’ll FindFoundation, Silo, and For All Mankind.
-
Comedy Feel-Good Comedies
Warm, character-driven shows that blend clever humor with friendship, optimism, grief, and personal growth.
What You’ll FindTed Lasso, Shrinking, and Trying.
-
Action Action and Adventure
High-stakes films and series built around survival, racing, combat, espionage, and globe-spanning missions.
What You’ll FindF1 The Movie, Greyhound, and Fountain of Youth.
-
Thriller Thrillers
Suspenseful stories driven by secrets, investigations, danger, moral conflict, and psychological tension.
What You’ll FindSeverance, Slow Horses, and Highest 2 Lowest.
-
Sports Sports Documentaries and Live Coverage
Athlete stories, behind-the-scenes competition, and live baseball, soccer, and motorsports coverage, with availability varying by country or region.
What You’ll FindFriday Night Baseball, Formula 1, MLS, Greatness Code, and Fight for Glory: 2024 World Series.
-
Nonfiction Documentaries and Nonfiction
Real-world stories spanning wildlife, travel, culture, history, music, and notable people.
What You’ll FindThe Secret Lives of Animals, The Reluctant Traveler with Eugene Levy, and Born to Be Wild.
Apple TV by the Numbers
These headline figures show Apple TV’s global reach, original catalog, and 2026 awards momentum.
100+ Countries and regions
Apple TV is available in over 100 countries and regions and is reachable on over 1 billion screens.
80+ Original movies
JustWatch lists more than 80 original movies in the U.S. Apple TV catalog.
180+ TV shows
The same U.S. catalog page lists more than 180 TV shows.
89 Emmy nominations in 2026
Apple earned a record total across 15 programs.
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 a compatible device to begin the process.
- Choose a Plan: Select the standalone monthly subscription or a bundled option through Apple One.
- Enter Your Apple Account: Sign in with an existing Apple Account or create a new one (Apple ID is now called Apple Account).
- Confirm Your Billing Information: Add a valid payment method if prompted, review the subscription details, and confirm.
Apple TV U.S. Plans & Pricing |
||
|---|---|---|
| Plan | Price | Key Details |
Standalone Plan |
$12.99 per month after a seven-day free trial. | Includes Apple Originals and live sports. Apple Originals are commercial-free, and Family Sharing covers the subscriber plus up to five other people. |
Annual Plan |
Reported at $99 per year as of July 2026. The annual option may need to be selected through Apple Account subscription settings. | Prepaying saves about 35%, compared with twelve payments at the standard monthly rate. |
Bundles and Add-ons |
Apple One starts at $19.95 per month. The Apple TV and Peacock bundle costs $14.99 for ad-supported or $19.99 per month for ad-free. | Apple One combines up to six Apple services. The Peacock bundle saves more than 30%; third-party channels, rentals, and purchases cost extra. |
Does Apple TV Have Ads?
As mentioned earlier, Apple TV’s original series and films stream without ads. However, the service is not completely commercial-free: live sports programming may include commercial spots and sponsorships. Content accessed through third-party apps, channels, or bundles may also contain ads, depending on the provider and plan.
For advertisers, that creates two distinct opportunities: Apple offers ad inventory within live sports programming such as MLS, while ad-supported apps available on Apple TV devices provide broader Connected TV inventory. In other words, Apple Originals remain ad-free, but the wider Apple TV ecosystem still gives brands ways to reach streaming audiences.
However, word of advice: Apple TV users expect a certain level of quality in their programming (and their commercials). So if your ad feels a bit like a local mattress firm having a super sale, you’ll want to go back to the drawing board.
Apple TV Growth Snapshot
U.S. monthly sign-ups rose sharply from September 2024 to January 2025, alongside growth in viewing hours and U.K. household access.
What Devices Support Apple TV?
Apple TV works across Apple devices, many smart TVs and streaming players, game consoles, Android and Windows devices, and web browsers. Open the Apple TV app or visit tv.apple.com, then sign in with your Apple Account.
You don’t need an Apple TV 4K device to subscribe, though it can bring Apple TV and other streaming apps to a compatible television. App availability and features will vary by device and region.
Why You Need Performance TV
Apple TV gives viewers a central place to discover and access streaming content, but marketers have a much wider audience opportunity across the rest of the CTV landscape. MNTN helps brands reach high-intent streamers beyond Apple TV through premium inventory, AI-powered audience targeting, automated optimization, and real-time performance reporting.
Build a broader streaming strategy that follows valuable audiences across the services they watch while keeping business outcomes in focus. Move beyond a single streaming ecosystem and turn premium TV reach into measurable growth—sign up today 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. With flexible plans and bundles that enhance value, it’s a smart choice for anyone seeking high-quality entertainment backed by Apple’s innovation.
Want a Closer Look?
Discover how Performance TV delivers revenue, conversions and more through the power of Connected TV. Request a demo today to speak to an expert.