Comprehensive Analysis of Apple TV (Device) and Apple TV+ (Service)

Introduction

Apple offers two distinct yet closely related products under the “Apple TV” umbrella: the Apple TV set-top box (hardware device) and Apple TV+ (the streaming service). The Apple TV device is a premium 4K streaming media player running Apple’s tvOS, designed to integrate seamlessly with the Apple ecosystem. Apple TV+ is Apple’s subscription streaming service focusing on original content. This report provides an in-depth analysis of both, covering their features, usability, ecosystem integration, pricing, and how they stack up against competitors. Tables are included for quick comparisons of streaming devices and services. We also highlight the strengths and weaknesses of each, and recommend some must-watch Apple TV+ content.

Apple TV (Streaming Device)

Features and Specifications

Apple’s current streaming box is the Apple TV 4K (3rd generation), released in late 2022. It is a compact black box (3.66 inches square, 1.2 inches high) that connects to your TV via HDMI . Key specs and features include:

• Video and Audio: Supports up to 4K resolution with high dynamic range (HDR) formats including Dolby Vision and HDR10+ at high frame rates . It outputs Dolby Atmos audio for immersive sound. (To fully benefit, a 4K HDR TV and compatible sound system are needed.)
• Processor and Performance: Powered by Apple’s A15 Bionic chip, it delivers snappy performance. In fact, the Apple TV 4K is “one of the fastest streaming devices on the block” . Menus and apps load quickly, and it can even handle Apple Arcade games and other apps with ease. Reviewers noted the 2022 model is faster than prior versions, though real-world differences in streaming apps are minor except in gaming .
• Storage: Comes with 64 GB or 128 GB of internal storage for apps and games. (Most streaming sticks only have a few gigabytes.) The 128 GB model also adds a Gigabit Ethernet port and Thread radio for smart home integration .
• Wireless: Dual-band Wi-Fi 6 for fast networking, plus Bluetooth 5.0 for accessories. The device also includes an IR receiver to work with universal remotes.
• Siri Remote: Bundled with a rechargeable Siri Remote (aluminum design). The remote features a touch-enabled clickpad (with a jog wheel gesture for scrubbing video), voice control via Siri, volume and power controls for your TV, and now charges via USB-C . The remote is ergonomic and intuitive, though it lacks a tracking feature (no U1 chip or speaker) so it can still be easy to lose – a common complaint .

Overall, the Apple TV 4K’s hardware is high-end for a streamer. It supports virtually all major AV formats and its A15 chip outclasses the processors in typical Roku, Fire TV, or Chromecast devices. This ensures smooth navigation and opens the door for advanced apps and games. The trade-off is a higher price, which we discuss below.

User Interface and Usability

The Apple TV device runs tvOS, Apple’s TV-optimized operating system. The interface is clean and app-centric, presenting a grid of app icons (Netflix, Disney+, YouTube, etc.) similar to an iPhone/iPad layout. The UI is ad-free and uncluttered, which is a notable advantage over some rival devices that push sponsored content. In fact, the Apple TV 4K is “one of the only streaming devices with no intrusive ads” on its home screen . Navigation is fluid and visually consistent with Apple’s design language.

Key aspects of usability include:

• Siri and Voice Control: By holding the Siri button on the remote, users can search for shows/movies, control playback, or even ask general queries. Siri on Apple TV integrates with universal search across many apps – e.g. a voice query for a movie will show options to stream or buy it across Apple TV+, iTunes Store, Netflix, etc., in one place. Voice dictation also makes entering passwords or search terms easier than using on-screen keyboards.
• tvOS Features: tvOS supports multiple user profiles (so different family members can have personalized “Up Next” queues and recommendations in the Apple TV app). It offers Apple’s iconic aerial screensavers (slow-motion drone shots of landscapes, space, etc.) which are frequently praised for their beauty. The system supports App Store downloads for a variety of streaming apps and games. Recent tvOS updates (tvOS 17 and 18) have added features like FaceTime on Apple TV (using an iPhone/iPad as the camera), Continuity Camera for video calls, improved Control Center, and “InSight” tips when pausing Apple TV+ shows . These updates keep the interface fresh and in sync with Apple’s ecosystem.
• Siri Remote usability: The remote’s touch clickpad enables intuitive gesture control (e.g. swipe to move, click to select, circle a finger on the pad to jog through video). It also has dedicated buttons for power, mute, back, play/pause, and volume. The remote’s simplicity and Siri integration generally get positive feedback for ease of use. However, as mentioned, the lack of a built-in finder feature is a usability niggle – if misplaced, one must use the iPhone remote app or buy a replacement (Apple sells the Siri Remote separately for $59) .

Performance: The Apple TV’s powerful chip means the UI and apps run without lag. Apps stay in memory thanks to ample RAM, allowing quick switching. For everyday streaming of Netflix, Prime Video, etc., users might not notice huge differences from cheaper devices, but power users appreciate the snappy app launches and multitasking. Where the A15 shines is in gaming and intensive apps – Apple Arcade titles and other 3D games run more smoothly here than on rival streaming sticks . Still, it’s not a full gaming console – even with the A15, it cannot match PlayStation or Xbox graphics for high-end games . It’s best seen as a very fast streamer with some casual gaming ability.

Overall, Apple TV’s interface is polished, easy to use (especially for those familiar with iPhones), and benefits from Apple’s ecosystem and regular updates. There are no distracting ads or sponsored rows, and features like Siri voice search and profile support add to a user-friendly experience. The main usability drawbacks are the cost (which we’ll cover next) and that the remote – while greatly improved over its predecessor – could still use a “find my remote” function .

Integration with the Apple Ecosystem

One of the Apple TV device’s greatest strengths is how well it integrates with other Apple products and services. This makes it especially appealing for those already in Apple’s ecosystem:

• Seamless Setup and Control: During setup, you can bring an iPhone near the Apple TV to transfer Wi-Fi and Apple ID settings automatically. Additionally, any iPhone or iPad can serve as a remote via the built-in Apple TV Remote in Control Center, complete with touch controls and Siri. When text input is needed on the TV (e.g. typing a password or search query), nearby iPhones/iPads will pop up a keyboard notification for convenient typing. This cross-device synergy greatly improves the user experience.
• AirPlay and Screen Mirroring: Apple TV acts as an AirPlay receiver, so you can wirelessly cast or mirror content from iPhones, iPads, or Macs to the big screen. This is useful for sharing photos, videos, music, or even mirroring a Mac display for presentations. It supports AirPlay 2, allowing multi-room audio or casting from multiple Apple devices.
• HomeKit and Smart Home: Uniquely, Apple TV 4K (especially the 128GB Ethernet model) can function as a home hub for Apple’s HomeKit smart home platform. This means it stays online to securely relay commands to HomeKit devices (lights, thermostats, cameras) when you’re away from home, and enables advanced automation. The Apple TV 4K (3rd gen) with Ethernet also has Thread radio support – it can serve as a Thread border router to connect Thread-based smart home accessories . In essence, Apple TV can be the brains of an Apple-centric smart home, similar to a HomePod. Competing streamers like Roku or Chromecast lack this deep smart home integration (Amazon’s Fire TV Cube does integrate with Alexa smart home, but Apple’s ties into HomeKit/Matter is a differentiator).
• Media and Services Integration: Apple TV naturally works great with Apple’s services. Apple Music, Photos, Fitness+, Arcade, etc., all have native apps on tvOS. For example, with Fitness+, you can start a workout on Apple TV and have your Apple Watch metrics (heart rate, calories, rings) appear live on the TV screen – a very slick integration. If you pause an Apple TV+ show, the “Up Next” queue syncs across your iPhone and iPad via the TV app. You can also use SharePlay to watch content with friends over FaceTime. Apple TV supports multiple audio output options that seamlessly connect with other Apple devices: you can pair AirPods for private listening (with spatial audio support) or set HomePod speakers as the default TV speakers for rich sound. These kinds of cross-device features exemplify Apple’s ecosystem advantage.
• Continuity and Handoff: With the latest updates, you can initiate a FaceTime call on Apple TV – the TV will wirelessly use your iPhone/iPad camera via Continuity Camera to let you video chat on the big screen . This is a unique convergence of Apple’s platforms. Similarly, you can use handoff to transfer audio from iPhone to Apple TV, or see notifications from your devices on the TV (like incoming call alerts, if you allow it).

In summary, if you own other Apple products, the Apple TV device extends that ecosystem to your living room in a frictionless way. It leverages your iPhone for everything from setup and remote input to camera and audio output. It ties into HomeKit to elevate your smart home capabilities. These integrations are major strengths that set Apple TV apart from third-party streaming devices. The obvious weakness is that if you don’t use other Apple devices or services, you won’t benefit as much from these features – a less invested user might find a Roku or Fire TV does the basic streaming job for far less money. Apple TV is most compelling for those who can take advantage of its ecosystem perks.

Price and Available Models

The Apple TV has always been positioned as a premium streaming device, and its pricing reflects that. As of the latest model (3rd-gen Apple TV 4K):

• Apple TV 4K (64GB, Wi-Fi only) – Starting at $129  
• Apple TV 4K (128GB, Wi-Fi + Ethernet + Thread) – $149  

Each comes with the Siri Remote (USB-C charging cable not included). Apple notably lowered the price with the 2022 release (the prior 2021 model started at $179). At $129, it’s still more expensive than most competitors’ 4K offerings, but a bit more approachable than before. Apple also sells refurbished units around $109, and sells the Siri Remote separately for $59 if needed .

There used to be an older Apple TV HD (1080p model) and earlier 4K versions, but Apple’s lineup now focuses on the Apple TV 4K only. According to MacRumors, “the third-generation Apple TV 4K is the newest and only Apple TV in the lineup” . Apple tends to update the hardware roughly every 3 years , so a newer model is anticipated by late 2025 or 2026. Buyers should keep that in mind – as of November 2025, the current model is three years old and due for a refresh .

Value proposition: For the price, customers get a high-performing device with a premium build and deep features. However, the high cost is a downside in comparison to streaming sticks from Roku, Amazon, or Google that often cost $50 or less for similar core functionality (streaming Netflix in 4K, etc.). Apple is partly offsetting this by including 3 free months of Apple TV+ service with a new Apple TV purchase, which adds some value. Ultimately, the Apple TV is positioned like the “iPhone of streaming boxes” – premium priced but feature-rich. In the next section, we’ll directly compare how it stacks up against those cheaper rivals in key areas like specs and usability.

Apple TV vs Competing Streaming Devices

How does Apple’s device compare to competitors like Roku, Amazon Fire TV, and Google Chromecast? The table below highlights major differences:

Feature	Apple TV 4K (2022)	Roku Streaming Stick 4K	Amazon Fire TV Stick 4K	Google Chromecast with Google TV
Price (Approx.)	$129 (64GB); $149 (Ethernet/128GB)	$49 (Stick 4K)  $99 (Roku Ultra)	$50 (Stick 4K)  $140 (Fire TV Cube)	$50 (Chromecast 4K HD)
Max Video/Audio	4K @60fps; Dolby Vision, HDR10+; Dolby Atmos	4K @60fps; HDR10+ (no Dolby Vision on some models); Dolby Atmos on Ultra	4K @60fps; Dolby Vision, HDR10+; Dolby Atmos	4K @60fps; Dolby Vision, HDR10; Dolby Atmos
Performance	A15 Bionic chip – industry-leading speed, smooth multitasking	Mid-range CPU; sufficient for streaming, but slower UI	Mid-range CPU (Stick) or high-end (Cube); Cube is faster with Alexa features	Mid-range ARM CPU; generally smooth but can lag with heavy apps
Storage	64–128 GB for apps/games (large apps supported)	~ <1 GB user-accessible (channels stream content, minimal app storage)	~8 GB (Stick) / 16 GB (Cube) – mostly for app data	~8 GB – primarily for apps cache (limited game storage)
OS & Interface	tvOS – polished, no ads, app grid UI ; Siri voice search across apps	Roku OS – simple tiled UI, a few ads/promos on home screen; simple remote	Fire OS – content-centric UI with Amazon ads/promotions; Alexa voice integration	Google TV (Android) – rich UI with content recommendations (some ads); Google Assistant voice search
Ecosystem Integration	Apple-centric: AirPlay, iCloud Photos, Apple Music, Fitness+; HomeKit hub (Thread support) ; control via iPhone; uses Siri/Apple ID for purchases	Platform-agnostic, some Apple TV app support; limited integration (works with Alexa or Google Assistant for basic commands)	Alexa-centric: tight Amazon Prime Video integration, Alexa smart home voice control; works with Echo speakers; supports AirPlay only via Apple TV app	Google-centric: integrates with Google Assistant and Chromecast ecosystem; casts from Android/Chrome; ties into Google services (YouTube, etc.)
Notable Strengths	+ No ads in UI   + Best-in-class video/audio format support  + Powerful hardware (fast apps, gaming capable)  + Apple ecosystem features (AirPlay, Fitness+, HomePods, etc.)  + Long software update support	+ Affordable pricing  + Huge app selection (neutral platform)  + Easiest UI for non-techies  + Private listening on remote (Ultra)	+ Inexpensive (stick)  + Alexa voice & smart home integration  + Prime Video and Amazon content front-and-center (good for Prime users)  + Fire TV Cube can control cable box/TV with IR blaster	+ Low cost  + Google Assistant voice search that aggregates content  + Strong YouTube/Android phone integration  + Content-forward interface with personalized recommendations
Notable Weaknesses	– High cost vs. peers  – Siri Remote lacks tracker (easy to lose)   – Benefits mainly Apple users; less special for others  – No native Android phone app for remote or casting (until recently)	– UI has ads and limited personalization  – Basic hardware (no Dolby Vision on cheaper models, weaker CPU)  – Limited voice search (less universal than Siri/Google)	– UI filled with ads/recommendations for Amazon content  – Privacy concerns (ads and tracking by Amazon)  – Slower updates (Amazon OS updates are infrequent)  – Best features reserved for pricier Cube model	– UI can promote content you don’t subscribe to  – Limited storage (apps can clog)  – Some performance hiccups on big apps  – Fewer official apps than Roku/Amazon (though most major ones are present)

Analysis: Apple TV 4K clearly positions itself at the premium end. It excels in performance, build quality, and ad-free ease of use, and it’s the obvious choice for those deeply embedded in Apple’s ecosystem (iPhone/Mac owners, HomeKit users, etc.). Reviewers often note that they “stick to Apple TV 4K” if they have a lot of Apple devices, despite its cost . The tight integration (AirPlay, shared subscriptions, Apple One bundle, etc.) is something competitors can’t fully replicate.

On the other hand, devices like the Roku Streaming Stick 4K or Google Chromecast offer 80% of the core streaming functionality at a fraction of the price. For budget-conscious users or those who aren’t interested in Apple’s extras, those are strong alternatives. For example, Roku’s simple menu and wide app support make it a great value (and Roku’s interface is famously straightforward, though it does show the occasional banner ad). Amazon’s Fire TV lineup is similarly affordable and especially appealing for Amazon Prime customers or Alexa-centric smart homes, but the trade-off is a busier, ad-laden interface. Google’s Chromecast with Google TV integrates well for Android users and Google services, offering good recommendations, but similarly comes with content promotions on the home screen.

In terms of video/audio quality, all modern devices support 4K HDR and surround sound to varying degrees – Apple supports Dolby Vision and Atmos across the board, which not all Roku/Fire models do (some cheaper ones omit Dolby Vision). Apple also does not charge extra for the highest quality; by contrast, Netflix on other devices requires a premium plan for 4K, etc., but on Apple TV you get the best your TV can do by default . This reflects Apple’s premium positioning – they assume their users want top-tier quality out of the box.

Smart home: Apple TV doubles as a Thread-enabled HomeKit hub – a niche but important feature for smart home enthusiasts . Amazon’s Fire TV Cube can similarly act as an Alexa smart home hub (with Zigbee support), but Roku/Chromecast have minimal smart home roles (they can be controlled by assistants, but they don’t themselves coordinate smart devices).

Gaming: Apple TV 4K can pair Bluetooth game controllers (Xbox, PlayStation, etc.) and run Apple Arcade games quite smoothly , thanks to its A15 chip. This could be a selling point if you want light gaming on your streamer. Competing sticks generally have limited gaming – Amazon has some games and a Luna cloud gaming app, but the performance and library can’t match Apple’s offering. Still, none are replacements for a true console.

Bottom line: Apple TV (device) is often regarded as the “best for Apple users” and those who value an ad-free, high-performance streaming experience. It’s the priciest mainstream option, which is its biggest weakness in a market filled with $50 dongles. If you want a plug-and-play streamer without spending much, Roku or Fire TV will serve you well (and you can still access Apple’s services on them via the Apple TV app). But if you prize the sleek Apple experience, faster performance, and deep integration (or if you plan to game or use Apple Fitness+ on your TV), the Apple TV 4K justifies its cost with a superior experience .

Apple TV+ (Streaming Service)

Content Library: Originals vs. Licensed Content

Apple TV+ launched in November 2019 as a different kind of streaming service. Unlike Netflix, Hulu, or others that started with large back-catalogs of licensed shows, Apple TV+ began (and largely remains) as an “all-original” content platform. In other words, almost everything on Apple TV+ is an Apple Original – series or films either produced or exclusively acquired by Apple – rather than shows from other studios’ libraries.

This means the content library size on Apple TV+ is relatively small in quantity but focused on quality. For perspective, as of mid-2024 Apple TV+ had on the order of only a few hundred titles, compared to several thousand on major rivals. A study by JustWatch found Apple TV+ had ~274 total titles (mainly original series/films), whereas Netflix had ~6,700+, Amazon Prime Video ~14,000+, Disney+ ~2,000, and HBO Max (Max) ~7,200 titles . Apple’s library has grown since launch, but it’s still a tiny fraction of Netflix’s trove. Apple does not fill its catalog with older licensed TV shows or movies (no classic sitcoms, no random reruns) – it’s almost entirely new content that Apple has invested in. “Only original shows and movies. No licensed or third-party content,” as one comparison put it .

Quantity vs Quality: This strategy means Apple TV+ is often described as a “boutique” service. You won’t find 10,000 things to watch, but the things that are there tend to be high-budget, well-produced, and curated. Apple has been pouring billions into production, attracting top talent (Hollywood actors, Oscar-winning directors, etc.) to build out its originals. As a result, the service quickly gained a reputation for high-quality programming. Critics initially noted the sparse library at launch, but by now “its library is so packed [with quality] that [some have] declared it ‘the new HBO’” – a nod to HBO’s legacy of quality over quantity. Apple’s focus is analogous to HBO’s classic model: fewer shows, but prestige ones.

That said, the limited library is a weakness for Apple TV+ when comparing sheer volume or variety. Users looking for a one-stop service for both original hits and a deep well of old favorites won’t find the latter on Apple TV+. For instance, Netflix can offer you everything from Friends reruns to foreign films to reality shows; Disney+ has an archive of Marvel, Star Wars, Disney animations, etc. Apple can only offer its originals and a handful of acquired projects. (Apple has very lightly dipped into licensing – e.g. bringing back older episodes of “Fraggle Rock” alongside its new Fraggle Rock series – but these are exceptions to the rule.) The upshot: if you want a huge library or specific non-Apple franchises, Apple TV+ alone won’t suffice.

On the plus side, because Apple isn’t juggling thousands of third-party deals, it can ensure every piece of content on Apple TV+ is presented in top-notch quality. All Apple TV+ content streams in 4K HDR (many with Dolby Vision and Dolby Atmos) by default – there’s no extra fee for 4K or limits on which content gets HD vs UHD . This uniform high-quality streaming is somewhat unique (Netflix and others often charge for 4K or have inconsistent availability).

In summary, Apple TV+’s content library is “exclusive, high-quality originals” by design . The strength is that most Apple TV+ titles are well-made, original, and often award-winning (we’ll detail examples next). The weakness is the limited quantity and breadth – it doesn’t have the endless scroll of mixed-quality filler that some competitors do. Apple is betting that a smaller set of must-see shows can be as compelling as thousands of hours of background TV. Whether that works for a given viewer depends on if those originals align with their interests.

Critically Acclaimed and Popular Shows/Movies

In just a few years, Apple TV+ has managed to produce a number of critically acclaimed, award-winning series and films, punching above its weight in quality. Here are some of the most notable and popular Apple TV+ originals:

• Ted Lasso – The breakout hit sitcom about an optimistic American coach in English soccer. “Ted Lasso has captured the hearts and minds of viewers … hoovering up awards in the process.” This feel-good comedy won back-to-back Emmy Awards for Outstanding Comedy Series (2021 and 2022) among many other accolades. It became Apple’s flagship hit, synonymous with the service’s early success.
• Severance – A mind-bending psychological thriller series (by Ben Stiller and Dan Erickson) about co-workers who sever their work and personal memories. It was a critical darling in 2022. In 2023, “the popular thriller series ‘Severance’ [led] as the year’s most-nominated series” at the Emmy Awards . Its tense, original premise and ensemble cast earned it high praise and multiple awards, solidifying Apple TV+’s prestige in drama.
• The Morning Show – A high-profile drama starring Jennifer Aniston, Reese Witherspoon, and Steve Carell, set behind the scenes of a network morning news show amid #MeToo-era turmoil. It was one of Apple’s day-one titles, designed to draw in viewers with big Hollywood names. The show has had multiple seasons delving into topical issues (sexual misconduct in season 1, the COVID-19 pandemic in season 2, cyberattacks and corporate politics in season 3) . While reviews were mixed early on, it remains one of the most-watched Apple series and has received several award nominations for its stars.
• For All Mankind – A science fiction drama that explores an alternate history where the Soviet Union landed on the Moon first, propelling an extended space race. This series has been lauded for its clever writing and has a strong fan following, especially among sci-fi enthusiasts. It’s often cited as an underrated gem of Apple TV+, blending historical drama and speculative fiction with emotional storytelling.
• Foundation – An ambitious adaptation of Isaac Asimov’s epic sci-fi saga. Apple invested heavily in this visual spectacle with sprawling galactic settings. WIRED called Foundation a “flawed masterpiece” – noting it has stunning visuals and great performances (Lee Pace’s portrayal is a highlight) even if the story is dense . It’s one of the most grand-scale productions on Apple TV+, aimed at the Game of Thrones-in-space crowd.
• Shrinking – A newer comedy-drama from the creators of Ted Lasso, starring Jason Segel and Harrison Ford. It’s about a grieving therapist who starts giving unorthodox advice. Shrinking quickly became a fan-favorite in 2023 for its mix of humor and heart (with Harrison Ford’s performance particularly praised) . This show signaled Apple TV+’s strength in the comedy/dramedy arena beyond Ted Lasso.
• Silo – A dystopian sci-fi thriller based on Hugh Howey’s novels, about an underground society living in a giant silo. Silo premiered in 2023 and became Apple TV+’s most-watched drama series debut to date (Nielsen data indicated it was the #1 drama premiere in Apple TV+ history) . Its tense mystery and world-building hooked audiences, and it’s been praised as “one of the best sci-fi TV shows today,” leading to multiple season renewals .
• CODA (film) – The heartfelt coming-of-age film about a teenager in a Deaf family. CODA made history by winning the 2022 Academy Award for Best Picture, making Apple TV+ the first streaming service ever to receive Best Picture at the Oscars . This was a watershed moment, beating rival Netflix to that honor. CODA also earned Apple an Oscar for Best Supporting Actor (Troy Kotsur) and Best Adapted Screenplay . The win significantly raised Apple TV+’s profile in film.
• Killers of the Flower Moon (film) – A 2023 epic Western crime drama directed by Martin Scorsese, starring Leonardo DiCaprio and Robert De Niro. Apple co-produced this film (a theatrical release followed by streaming on Apple TV+). While too new for long-term accolades at this writing, it garnered critical acclaim and awards buzz, further cementing Apple’s seriousness about high-caliber movies.
• Other Noteworthy Titles: Mythic Quest (a comedy about game developers), Slow Horses (spy thriller starring Gary Oldman, often cited among Apple’s best shows ), Black Bird (true-crime drama miniseries that won an acting Emmy for Paul Walter Hauser), Pachinko (a beautifully crafted multilingual drama that won critical raves), Defending Jacob (crime/legal drama with Chris Evans), The Afterparty (murder mystery comedy), Severance (as mentioned), Loot (workplace comedy with Maya Rudolph), Swagger (basketball drama), and documentary films like The Velvet Underground or Billie Eilish: The World’s a Little Blurry. Apple TV+ also offers kids’ programming (e.g. the Peanuts specials and Fraggle Rock: Back to the Rock) and some unscripted series (Oprah’s interviews, David Attenborough’s Prehistoric Planet, etc.). Sports content has a presence too – Apple TV+ streams Friday Night Baseball (MLB) and is home to Major League Soccer (MLS Season Pass), indicating Apple’s move into live sports.

Critical reception: Apple’s strategy of quality is reflected in industry recognition. Apple TV+ shows and films have collectively garnered hundreds of awards and thousands of nominations in a short span. By August 2025, Apple’s originals had amassed “thousands of nominations and wins”, though subscriber counts still lag behind bigger rivals . As of late 2024, Apple reported its original titles had earned 535 award wins and 2,444 nominations across Oscars, Emmys, etc. – an impressive haul for a 5-year-old service. High-profile wins include multiple Emmys for Ted Lasso, the Oscar Best Picture for CODA, and consistent Emmy nominations for series like Severance, The Morning Show, Schmigadoon! (musical comedy), and others .

In summary, Apple TV+ has built a portfolio of must-watch originals that, while smaller in number, can stand toe-to-toe with the best content on any platform. Its best shows (like Ted Lasso, Severance) have become part of pop culture and awards conversations. This focus on originals is Apple TV+’s strength – if you subscribe, it’s typically to watch one of these talked-about series or acclaimed movies. The downside is if none of Apple’s originals appeal to you, there’s little else on the service (no legacy catalog to fall back on). But for many viewers, the growing list of marquee titles is enough to warrant subscription at least during new seasons.

Subscription Pricing and Plans

Apple TV+ launched at a budget-friendly $4.99 per month in 2019, but over time Apple has increased the price as the content offering grew. As of late 2025, the pricing is:

• Monthly Subscription: $12.99 per month (after a 7-day free trial for new subscribers) . Apple recently hiked the price by 30% from $9.99 to $12.99 in August 2025 . This was the third increase since launch (from $4.99 to $6.99 in 2022, then to $9.99 in 2023, and now $12.99) . The price hikes reflect Apple’s expanding library and rising costs, though they also make Apple TV+ much less of a bargain than it initially was.
• Annual Subscription: $99.99 per year (this locks in a year of service at about $8.33 per month) . Notably, Apple did not increase the annual price during the Aug 2025 hike, so paying annually offers a better value if you’re a long-term user.
• Bundles (Apple One): Apple TV+ can be obtained as part of the Apple One bundle, which packages Apple TV+ with other services like Apple Music, Apple Arcade, iCloud storage, etc. The Individual Apple One plan starts around $19.95/month (this includes Apple TV+, Music, Arcade, and 50GB iCloud). There are Family and Premier tiers with more services. The bundle can be cost-effective if you use multiple Apple services – essentially, Apple TV+ then comes at a discount within the bundle. As of Aug 2025, Apple One prices hadn’t increased even as TV+ did , so bundling provided savings.
• Free Trial and Device Offers: Apple continues to offer a 7-day free trial for Apple TV+ for new users . More significantly, if you purchase an Apple device (iPhone, iPad, Mac, or Apple TV hardware), you typically get 3 months of Apple TV+ free . This has been a strategy to boost Apple TV+ adoption by piggybacking on Apple’s hardware sales. Initially, Apple offered 1 year free with device purchase, but it was later reduced to 3 months. Still, it’s a nice perk for new Apple customers.

Plan Features: Unlike Netflix or Hulu, Apple TV+ doesn’t have multiple tiers – it’s one price for all features. There are no ads on Apple TV+ (no ad-supported tier as of 2025) – every subscriber gets an ad-free experience to all content. There’s also no extra charge for streaming in 4K or for using multiple devices. Apple allows generous family sharing: a single Apple TV+ subscription can be shared with up to 6 family members (via Apple’s Family Sharing system) at no additional cost, and it supports up to 6 simultaneous streams on one account . This effectively means one $12.99/month sub could cover an entire household’s usage on different devices, which is a better multi-stream policy than many rivals (Netflix, by contrast, limits you to 2 streams on its standard plan and charges more for 4 streams). Apple TV+ also permits offline downloads of content on iPhone/iPad/Mac for on-the-go viewing (pretty standard across streamers).

With the recent price rises, Apple TV+ has gone from one of the cheapest major streaming services to about mid-range. For comparison: Netflix’s standard ad-free plan is around $17.99 and Premium $24.99 , Disney+ (ad-free) is about $13.99 (after fall 2023 hikes), Amazon Prime Video effectively ~$9 (or included in $139/yr Prime membership), Hulu (no-ads) $17.99, Max (HBO) ad-free $15.99. So at $12.99, Apple TV+ is still cheaper than Netflix/Max/Hulu’s top tiers, but more expensive than Disney+ or Prime (as standalone) and of course more than the $5 it once was. Value assessment: This price can be steep given Apple’s limited content count – some consumers might not find enough content to justify $12.99 every month year-round. Apple may be banking on the strength of its hits (and the deep pockets of Apple device owners) to retain subscribers despite a slimmer library. It’s worth noting Apple is reportedly spending heavily and not yet profitable on TV+ (losing over $1 billion per year on content as of 2023) , so these price increases are likely aimed at closing that gap.

There is speculation Apple might introduce an ad-supported tier in the future (especially as price rises might drive away budget-minded viewers). In late 2025, no such tier exists, but industry watchers see it as a possibility to expand audience, given that Netflix, Disney+, and Max have all launched cheaper ad-based plans. For now, Apple’s approach remains a single, premium ad-free plan, aligning with its brand image.

In summary, Apple TV+ started as a tremendous deal at $4.99 but has evolved to a standard-priced service at $12.99/month. The strengths of Apple’s plan: no ads, 4K for all, generous family sharing – essentially, everyone gets the “premium” experience by default. The weakness or challenge: as price goes up, the question of content quantity/value becomes sharper. Consumers will compare that $12.99 to what they get on Netflix or Disney+ and some may only subscribe during the months when a favorite show is on. Apple likely hopes the steady addition of new originals and the integration with its devices (and bundles) will keep people subscribed.

Availability on Non-Apple Platforms

Initially, one might assume Apple TV+ is only for Apple devices, but Apple made a strategic decision to make its streaming service widely accessible beyond the Apple ecosystem. You do not need an Apple device to watch Apple TV+ (though the experience is arguably best with Apple hardware). Here’s where Apple TV+ is available:

• Apple Devices: Unsurprisingly, any modern Apple product has access. The Apple TV app (which is the portal to Apple TV+) comes pre-installed on iPhone, iPad, iPod Touch, Mac, and of course Apple TV hardware. On macOS and iOS/iPadOS, you can also just use the TV app for downloads and streaming. Apple’s own platforms have seamless integration (Siri can launch shows, etc.).
• Web Browser: Apple TV+ can be accessed via web on any device at the URL tv.apple.com. This means Windows PCs, Chromebooks, Linux, or even Android devices can technically watch Apple TV+ using a web browser. The web experience is somewhat basic but functional – you log in with your Apple ID and can stream (in up to 1080p on many browsers).
• Smart TVs: Apple created the Apple TV app for many smart TV brands. As of 2025, most major smart TV platforms have it: Samsung Tizen TVs, LG webOS TVs, Sony and Vizio SmartCast TVs, TCL and other sets (either via Roku TV or Google TV built-in) all support the Apple TV app . This app not only provides Apple TV+ content but often also integrates with a user’s iTunes movie purchases and supports Apple’s TV Channels. On supported TVs, you can sign in with your Apple ID and enjoy Apple TV+ without any external device.
• Streaming Devices: Apple TV app is available on Roku streaming players and Roku TVs, Amazon Fire TV sticks and boxes, and Google TV/Android TV devices (the app is on Google’s Play Store for Android TV). So if you own a Roku or Fire Stick, you can download “Apple TV” app and watch Apple TV+ through it . This broad availability shows Apple’s willingness to be on competing platforms in order to grow its subscriber base.
• Game Consoles: The Apple TV app is offered on PlayStation 4, PlayStation 5, Xbox One, Series X|S consoles. Gamers can thus use their console to stream Apple TV+ content, similar to how they’d use Netflix or Disney+ apps.
• Other Devices: Apple TV+ content can be AirPlayed from Apple devices to any TV or streamer that supports AirPlay (many smart TVs do). Additionally, newer categories like smart cable boxes or sticks (e.g., Comcast Xfinity’s devices, Sky Q in UK, etc.) have also gotten the Apple TV app in some cases. Notably, Apple’s upcoming Vision Pro headset will support the Apple TV app as well , but that’s an Apple device.

One platform historically missing was Android phones/tablets (no native Apple TV+ app on Android mobile for years). However, by 2025 there were reports that Apple is finally launching an Apple TV app for Android devices . Even without a native Android app, Android users could use the web or, on Android TV devices, use the available TV app. Still, the lack of a dedicated phone/tablet app for Android was a gap. With Apple expanding to that, Apple TV+ truly becomes available on virtually any modern device with a screen.

According to Apple, the TV app (and Apple TV+) is on “over 1 billion screens” globally, including non-Apple hardware . This wide distribution is crucial for Apple to compete – unlike Apple Music, which launched on Android to get more users, Apple knew a streaming service can’t afford to exclude non-Apple platforms. This is a strength: no matter if someone has a Samsung TV and an Android phone, they can still subscribe to Apple TV+. It lowers the barrier to entry.

The user experience on non-Apple platforms is generally solid: the Apple TV app on a Samsung or Roku will have a similar interface to the Apple TV device’s app, including the “Up Next” queue, Apple TV+ originals highlighted, and access to your library. Some advanced features might not work (e.g., on Roku you obviously can’t use Siri voice to search Apple TV+ content, and Dolby Vision/HDR support depends on the device capabilities). But fundamentally, Apple has ensured the content is reachable beyond its walled garden.

To summarize, availability is broad: Apple TV+ can be watched on Apple devices or basically any popular streaming-capable device. This ubiquity is on par with Netflix, Disney+, etc., which are also on almost everything. The only slight Apple-centric quirks are that features like offline downloads are limited to iPhone/iPad/Mac (you can’t download for offline viewing on a Roku or smart TV app), and integration with things like Apple’s TV app Up Next works best on Apple devices. But those are minor. The key point: being an Apple TV+ subscriber does not require owning Apple hardware – a wise move by Apple to grow the service.

Apple TV+ vs Other Streaming Services

Now let’s compare Apple TV+ with major streaming competitors: Netflix, Disney+, Max (HBO Max), Hulu, and others. Apple TV+ occupies a unique niche, so understanding its strengths/weaknesses requires seeing it next to these established players.

Library Size & Content Focus: Apple TV+ is much smaller in content volume. Netflix and Amazon Prime each have thousands of titles spanning every genre; Disney+ has the vast Disney/Marvel/Star Wars/Pixar catalog; Max combines HBO prestige series with Warner Bros.’ library; Hulu offers a deep well of TV shows (including next-day network TV) and films. Apple can’t (and doesn’t try to) match that breadth. Instead, Apple TV+ focuses on a curated set of exclusive originals , as discussed. This means Apple TV+ is often a secondary service for people – something you get in addition to a Netflix or Disney+, rather than a replacement. The strength here is that Apple’s originals are generally high-quality and not available anywhere else (you won’t find Ted Lasso or Severance on any other platform – they are exclusive, which can attract subscribers). The weakness is obvious: if you just want to binge endless content or have a variety of classic shows, Apple TV+ alone falls short.

Originals vs Licensed Content: All the big streamers have their “originals” nowadays, but Apple is the only one that is all originals. Netflix, Amazon, Hulu, etc., bolster their originals with tons of licensed older content. For example, Netflix might have both Stranger Things (original) and Friends (licensed) to keep people hooked. Apple TV+ has no back-catalog comfort shows or Hollywood blockbusters from other studios – it bets you’ll come for Apple Original stories only . One way to frame it: Apple TV+ is closer to HBO in its heyday (select originals) than to basic cable or a video store library. In fact, Wired dubbed Apple TV+ “the new HBO” in terms of the nature of its content . So, compared to Netflix et al., Apple TV+ is a complementary service: you might subscribe to Apple TV+ to watch that one great show everyone’s talking about, but you probably also keep a Netflix account for general entertainment needs.

Pricing Comparison: Until recently Apple TV+ was cheaper than most. At $12.99/month now, it’s in the middle. Netflix ranges from $7–$25 depending on ads and quality ; Disney+ is about $8 with ads or $13–$14 ad-free; Hulu is $8 with ads or $18 ad-free; Max is $10 with ads or $16 ad-free; Amazon Prime Video effectively $9 (or “free” with Prime membership, which many justify with other benefits). So Apple’s price is on par with Disney+ (ad-free) and a bit below Netflix/Max premium plans. However, value for money depends on usage – Apple gives you one tier with up to 6 simultaneous streams and 4K, which is generous compared to Netflix (which would charge $19.99 for 4K and 4 streams) . Also, Apple’s yearly $99 option can save you money. Apple doesn’t (yet) have an ad-supported cheaper tier, so it can’t match the $5–$8 budget tiers of some competitors. But the inclusion in Apple One bundles could make it effectively cheaper for those users. So, price-wise Apple is neither the cheapest nor the most expensive; it’s moderate but without low-tier options.

Content Quality and Notable Franchises: Each service has its marquee content:

• Netflix – Known for a vast array of content. Big original franchises like Stranger Things, The Crown, Squid Game, Bridgerton, etc., and a huge library of films and series from all over. Netflix’s strength is volume and variety, plus a powerful recommendation algorithm. Compared to Apple TV+, Netflix offers more to watch on any given day, but also has a lot of lower-quality filler. Apple TV+ has fewer shows but a higher “hit ratio”. For someone who values a lean selection of only high-quality stuff, Apple TV+ can feel refreshingly focused. For someone who wants infinite choice, Netflix wins. Also, Netflix releases content at a much faster clip than Apple (multiple new shows every week globally). Apple’s release schedule is slower and more spaced out.
• Disney+ – Built on beloved IP. Marvel Cinematic Universe shows, Star Wars series (The Mandalorian, etc.), Disney animated classics, Pixar films, plus National Geographic docs and some general content via the Star hub (internationally) or bundled with Hulu (in the US). Disney+ appeals strongly to families, kids, and franchise fans. Apple TV+ has some family content (like Snoopy and kids’ shows) but nothing of the legacy or scale of Disney’s library. If you have children, Disney+ likely offers far more kid-friendly content than Apple TV+ does. Apple’s edge might be in adult dramas or innovative new stories, whereas Disney+ leans on nostalgia and big-brand entertainment. They serve different tastes: Disney+ is great if you love Marvel/Star Wars or want a vault of animated movies; Apple TV+ is great if you want new award-winning dramas or comedies without concern for famous franchises.
• Max (formerly HBO Max) – Renowned for HBO’s high-quality series (Game of Thrones, Succession, The Sopranos etc.) and Warner Bros.’ vast content (including DC Comics movies, classic films, etc.). Max offers both prestige TV and a deep catalog of popular older shows (like Friends, South Park in some regions, etc.). In a way, Max is the service Apple TV+ aspires to be in terms of prestige, but HBO/Max also simply has way more content given HBO’s 50-year library and WB’s IP. Apple TV+ competes by also offering high-quality originals, sometimes drawing comparisons like “Apple TV+ is doing HBO-level shows.” Indeed, many Apple Originals have a very HBO-like feel (character-driven dramas, etc.). The difference is HBO/Max still outranks in quantity and legacy hits. A user might jump to Max for the new House of the Dragon episode or to rewatch The Dark Knight; they’d go to Apple TV+ for Ted Lasso or Severance, which are equally excellent but fewer in number.
• Hulu – Hulu is somewhat a hybrid service: it offers next-day streaming of many network TV shows (especially from ABC, Fox, FX, etc.) and has a library of series and films from various studios (especially ones co-owned by Disney). Hulu also produces originals (e.g. The Handmaid’s Tale, Only Murders in the Building via FX, etc.). Hulu’s strength is current TV content and a large catalog of series that might not be on Netflix (particularly a lot of adult animation, comedies, and network dramas). Apple TV+ has no “current season” TV from other networks at all – it’s either Apple’s own series or nothing. So if you’re into keeping up with broadcast/cable shows next-day, Hulu is unmatched. Apple TV+ can’t serve that need at all. In terms of originals, Hulu has some acclaimed ones, but Apple’s originals have arguably gained more prestige in the last couple years (Hulu’s big hits like Handmaid’s Tale were early; Apple’s Ted Lasso, Severance are more recent buzz). Many people get Hulu in a bundle with Disney+ and ESPN+ (Disney Bundle), whereas Apple TV+ might come bundled in Apple One.
• Amazon Prime Video – Prime Video is a bit unique because it’s tied to Amazon’s Prime membership. It has a huge library of licensed content (often rotating) and some very notable originals (The Boys, The Marvelous Mrs. Maisel, The Lord of the Rings: The Rings of Power, etc.). Amazon also has an extensive movie rental/store and even add-on channels integrated. In comparison, Apple TV+ is a standalone subscription but is accessed via the Apple TV app which also can integrate iTunes purchases and other Channels. So Apple’s approach with the Apple TV app is somewhat similar: you can use the Apple TV app to buy or rent movies (separate from the subscription) and to subscribe to add-on “Apple TV Channels” like Showtime or AMC+, just as Amazon Prime aggregates channels. But focusing just on included content: Prime’s library dwarfs Apple’s, though quality is hit-or-miss. Apple’s is small but generally high quality. If one already has Amazon Prime, then Prime Video is essentially included “free” which is hard for Apple to compete with on value. Apple might compete by saying “we have content you can’t get on Prime or anywhere else, and you might get 3 months free with your new iPhone anyway.”

Technical and User Experience: Apple TV+ streams at very high bitrates, meaning if you have a good 4K TV, Apple’s content often looks and sounds superb – better compression quality than some Netflix or Hulu streams. Also, Apple’s interface (in the Apple TV app) is very straightforward and ad-free (no third-party ads, though it does promote its own originals). Netflix and others have more complex UIs with rows of suggestions (and Netflix famously will auto-play previews, etc., which some find annoying). Apple’s app is cleaner, though some find it less effective at surfacing new things because it’s so minimalist. Apple does not algorithmically personalize as heavily as Netflix; it tends to promote whatever new original is out for everyone. So depending on user preference, that can be a pro (simpler, less overwhelming interface) or a con (less tailored discovery).

Profiles/Parental: Apple TV+ allows up to 6 family members with separate profiles (via Family Sharing and individual Apple IDs). Netflix, Disney+, etc., allow multiple profiles for personalization. Apple’s implementation is a bit tied to the device’s user accounts and the TV app’s Up Next list, but generally one can manage with family sharing invites. Apple’s content largely ranges from family-friendly to mature; like other services, it has parental controls to restrict content by rating if needed.

Overall Strengths & Weaknesses:

• Apple TV+ Strengths: High-quality exclusive originals; relatively low cost (especially if you’re in the Apple ecosystem or using bundles); technical excellence (4K HDR for all, no extra fees; spatial audio support; etc.); no ads in any tier; generous sharing policy. It’s a “curated” experience – easier to find the good stuff because almost everything on it is the good stuff. Also, Apple TV+ has global reach (available in 100+ countries) with increasing localization (subtitles, dubbing) support, though not as extensive as Netflix’s global content footprint .
• Apple TV+ Weaknesses: Limited library depth – not suitable as one’s only streaming service unless your content needs are very small. Release schedule is slower (fewer originals per month than Netflix/Amazon). Lacks the big back-catalog franchises and comfort shows that keep people subscribing year-round. In subscriber numbers, Apple TV+ is still reportedly far behind Netflix/Disney (analysts estimate around 25-40 million paying subs vs Netflix’s 250M, though Apple doesn’t release exact figures). So community buzz and cultural impact, while significant for a few hits, is smaller overall than the top services.

In conclusion, Apple TV+ complements the big services rather than replaces them. Many users cycle Apple TV+ on and off, binge the new season of a hit show, then cancel – a behavior Apple is trying to counter by continuously rolling out new quality content and bundling it with other offerings. If Netflix is the sprawling supermarket of streaming, Apple TV+ is like a boutique store with a smaller selection of gourmet items. Whether that’s “better” depends on what the viewer values. For someone who just wants the best new series, Apple TV+ is increasingly a must-have (given its track record of awards and buzz). For someone who just wants as much content as possible or specific older shows, Apple TV+ alone won’t satisfy – they’ll need it in addition to the likes of Netflix, Disney+, or Hulu.

To visualize how Apple TV+ stacks up, here’s a quick comparison table of Apple TV+ vs a few key competitors on some metrics:

Service	Monthly Price (Ad-Free)	Ad-Supported Tier	Approx. Library Size	Focus & Notable Content	Simultaneous Streams
Apple TV+	$12.99 (one tier)	None (no ads on any tier)	~300 titles (all originals)	New original series & films only. Hits: Ted Lasso, Severance, CODA, etc.	6 (family sharing included)
Netflix	$17.99 (Standard)  $24.99 (Premium 4K)	Yes – $7.99 Basic with ads (720p)	~6,000–7,000+ (mix of originals & licensed)	Huge variety: Originals (Stranger Things, The Crown, etc.) + tons of licensed TV/movies. Global content.	2 on Standard, 4 on Premium (paid tiers)
Disney+	$13.99 (Premium, ad-free)	Yes – $7.99/month with ads	~2,000+ (mostly Disney-owned content)	Blockbuster franchises (Marvel, Star Wars, Disney/Pixar classics) + some originals. Family-friendly focus.	4 (on standard plan)
Max (HBO Max)	$15.99 (Ad-Free HD)  $19.99 Ultimate (4K)	Yes – $9.99 with ads (HD)	~7,000+ (HBO + Warner Bros library)	Prestige TV (Game of Thrones, Succession), HBO classics, Warner movies, plus new Max originals.	2–4 (depends on tier; Ultimate allows 4 in 4K)
Hulu	$17.99 (No Ads)**	Yes – $7.99 with ads	~6,000+ (many network TV series, films)	Current-season TV (next-day), large catalog of series (especially FX, network TV), and some originals (Handmaid’s Tale).	2 (with option to upgrade for more on Live TV plan)
Amazon Prime	~$8.99 (Prime Video only)  (or $139/yr with Prime)	Included (ads only on select titles; full ad tier coming late 2024)	~14,000+ (huge mix; free with Prime and some rotating licensed content)	Mix of originals (The Boys, Reacher, LOTRO: Rings of Power) and a massive rotating collection of movies & shows. Also offers rentals/channels.	3 (simultaneous streams per account)

Table Notes: Library sizes are rough and content offerings constantly change. Netflix’s exact count varies by region (US ~5-6k titles, lots of churn). Disney’s count may exclude some bundled content (like Hulu content if not merged). Hulu’s count includes lots of older seasons. Amazon’s number is high but many are older or lesser-known titles. The point is Apple TV+ has an order of magnitude fewer titles than these giants , which is the key differentiator. Prices listed are U.S. as of late 2025; many services have annual or bundle deals that can reduce effective cost (e.g., Disney+ and Hulu often bundled). “No Ads” Hulu at $17.99 is notably higher than Apple’s $12.99, illustrating how Apple is now cheaper than some high-end plans but offers far less content.

As seen above, each service has its niche. Apple TV+ stands out by having no lower-priced ad option and by including all features in one plan. Its content strategy is unique (all originals vs others’ mix). The success of Apple TV+ in the long run will depend on whether its steady output of high-quality exclusives can entice enough subscribers to keep growing, especially now that the honeymoon period of free trials and device bundles is over and prices are climbing. Apple clearly has the financial muscle to keep investing (and a different measure of success since TV+ also adds value to Apple’s ecosystem).

From a consumer standpoint, Apple TV+ has become a service you subscribe to because specific must-watch shows are on it, rather than for a broad array of general content. We’ll highlight some of those must-watch shows next, which is effectively Apple’s selling point.

Best Current Content on Apple TV+ (Must-Watch Titles)

One of the best ways to evaluate a streaming service is by its standout content. Apple TV+ may not have a huge library, but it has built a reputation for quality over quantity. Here are some must-watch original series and exclusive films on Apple TV+ as of 2025, across different genres:

• Ted Lasso – Comedy Series. The feel-good, Emmy-winning comedy about a clueless American football coach managing an English soccer team. This series became a cultural phenomenon for its heartwarming humor and positivity. It’s widely regarded as Apple TV+’s flagship show, having “captured the hearts and minds of viewers…hoovering up awards” in the process . With three seasons (and multiple Emmy wins including Outstanding Comedy Series), Ted Lasso is a must-watch for virtually any subscriber seeking uplifting entertainment.
• Severance – Thriller/Drama Series. A stylish, high-concept thriller directed by Ben Stiller, Severance follows employees who undergo a procedure to separate work memories from personal memories. It’s an engrossing mix of mystery, sci-fi, and character drama with strong performances (Adam Scott, Patricia Arquette, John Turturro). Severance received critical acclaim and led Apple’s Emmy nominations in 2023 (the most-nominated series of that year) . It’s often the first show recommended to new Apple TV+ subscribers who love cerebral, mind-bending drama.
• The Morning Show – Drama Series. A glossy drama with A-list stars Jennifer Aniston and Reese Witherspoon, exploring the behind-the-scenes turmoil of a network morning news program. It tackles issues like #MeToo, power dynamics, and media ethics. The Morning Show helped launch Apple TV+ and remains one of its most-watched dramas, thanks to star power and high production values. It’s a must-watch if you enjoy newsroom dramas or star-driven series; plus, it offers insight into timely real-world issues through its storytelling .
• For All Mankind – Science Fiction Drama Series. A sweeping alternate-history saga where the space race never ended. This show, from Ronald D. Moore, starts in the 1960s and spans decades, imagining innovations like the first woman on the Moon and a colony on the lunar surface. For All Mankind is praised for its smart writing and character development, blending personal stories with big speculative “what if” scenarios. Sci-fi fans and history buffs find it a compelling watch – it’s often cited as one of Apple TV+’s strongest series by those who discover it.
• Slow Horses – Spy/Thriller Series. A British espionage drama starring Gary Oldman as a washed-up MI5 agent leading a team of misfit spies. Slow Horses combines tense spy thriller elements with dark humor and has been critically acclaimed, especially for Oldman’s performance. If you enjoy spy thrillers (with a touch of Le Carré style), this is a top pick. WIRED listed Slow Horses among the best shows on Apple TV+ .
• Shrinking – Comedy-Drama Series. A heartfelt comedy about a grieving therapist (Jason Segel) who starts breaking the rules with his clients, and his mentor (an award-nominated performance by Harrison Ford). Created by Brett Goldstein and Bill Lawrence (of Ted Lasso fame), Shrinking deftly balances humor and emotion. It premiered in 2023 to strong reviews and quickly became a fan favorite, showing Apple’s strength in comedy/dramedy beyond Ted Lasso. If you want laughs with a side of tears and life lessons, Shrinking is a must-watch .
• Silo – Sci-Fi Thriller Series. A gripping dystopian mystery set in a gigantic underground silo housing the last remnants of humanity. Rebecca Ferguson leads the cast as an engineer uncovering the silo’s secrets. Silo has been a breakout hit for Apple, reportedly debuting as the most-watched Apple TV+ drama ever . It’s lauded for its world-building and twists, regarded as “genuinely brilliant” and one of the best new sci-fi shows . With multiple seasons planned (Apple has renewed it through a final fourth season) , it’s a binge-worthy choice for sci-fi and mystery lovers.
• Foundation – Epic Sci-Fi Series. Based on Isaac Asimov’s seminal novels, Foundation is Apple’s grand space opera, featuring expansive visuals and a complex narrative about the fall of a Galactic Empire. Starring Jared Harris and Lee Pace, it’s a showcase of Apple’s high production budget – full of special effects and sweeping scope. While dense, it’s recommended for fans of serious sci-fi and is notable for being one of the most ambitious TV productions attempted (earning the description “a flawed masterpiece” in early reviews ).
• CODA – Feature Film (Drama). The Oscar-winning film about a teen girl who is the only hearing member of a Deaf family, torn between pursuing music and helping her family’s business. CODA is a heartwarming, uplifting movie that made history as the first streaming film to win the Academy Award for Best Picture . It’s a must-watch film on Apple TV+ for its emotional storytelling and cultural significance.
• Killers of the Flower Moon – Feature Film (Crime Drama). Martin Scorsese’s 2023 epic (co-produced by Apple) examining the real-history murders of Osage Nation members in 1920s Oklahoma, starring Leonardo DiCaprio and Lily Gladstone. It’s a lengthy, critically acclaimed film that underscores Apple’s commitment to major cinema. While released in theaters first, its streaming home is Apple TV+. For film buffs, having a Scorsese film exclusively on Apple TV+ is a huge draw.
• Other Highly Recommended Titles:
  
  • Black Bird – A taut true-crime miniseries about an inmate trying to elicit a confession from a serial killer (earned an acting Emmy for supporting actor Paul Walter Hauser).
  • Pachinko – A beautiful multi-generational drama (in Korean, Japanese, English) based on the bestselling novel, praised for its storytelling and visuals.
  • The Afterparty – A comedic murder-mystery series with each episode told in a different film genre style, from the minds of Chris Miller & Phil Lord. It’s clever and fun, especially for mystery fans.
  • Mythic Quest – A workplace comedy set at a video game studio, from Rob McElhenney (of It’s Always Sunny fame). Often hilarious and insightful about creative industries.
  • Dickinson – A quirky historical comedy-drama starring Hailee Steinfeld as poet Emily Dickinson, mixing period setting with modern music and sensibilities. One of Apple TV+’s launch shows and a critical darling, especially among younger adults.
  • Napoleon – (Upcoming 2024 film) Another Ridley Scott historical epic starring Joaquin Phoenix, about Napoleon Bonaparte – set to stream on Apple TV+ after its theatrical run, indicating Apple’s slate of exclusive big films is growing.
  • Prehistoric Planet – For documentary fans, this nature series (narrated by David Attenborough, produced by Jon Favreau) uses stunning CGI to portray dinosaurs in natural docu-style. It’s unique and visually impressive, like Planet Earth meets Jurassic Park.
  • Platonic – A newer comedy series (starring Rose Byrne and Seth Rogen) about two middle-aged friends reconnecting; recommended if you enjoy raunchy yet heartwarming humor about adult friendships .

This list is not exhaustive, but it highlights the diversity and caliber of Apple TV+’s top offerings. Apple has put a focus on quality storytelling and top-tier talent – whether it’s big-budget sci-fi, critically acclaimed comedy, or Oscar-winning drama. The strength for subscribers is that there are now several “must-watch” titles on Apple TV+ that you might hear about in the cultural conversation (be it Ted Lasso’s feel-good quotes or Severance fan theories). This roster keeps growing each year.

The weakness in content selection is simply that, outside of these originals, there isn’t filler or breadth. Once you’ve watched the hits, you might feel there isn’t much else to casually watch. However, Apple is constantly premiering new originals (for example, recent premieres in 2025 include Chief of War – a Hawaiian historical epic with Jason Momoa , and Masters of the Air – a WWII miniseries from the Band of Brothers team). So the lineup of must-watch content continues to evolve, ensuring Apple TV+ usually has at least one buzzy show or movie at any given time.

Recommendation: If you’re new to Apple TV+, a great approach is to start with the “big three” series – Ted Lasso (for comedy), Severance (for drama/thriller), and The Morning Show (for star-driven drama) – to get a sense of the range. Then venture to For All Mankind or Foundation if you like epic sci-fi, or Shrinking and Mythic Quest if you want more laughs. And definitely watch CODA for a standout film experience. These represent the cream of Apple’s crop and exemplify why the service has gained the reputation it has.

Conclusion

Apple TV (device) and Apple TV+ (service) together represent Apple’s full-court press into the living room, but each can be considered on its own merits. The Apple TV 4K hardware excels in performance, polish, and ecosystem integration – it’s arguably the best streaming device for those who value a premium, ad-free interface and tight coupling with their iPhones, HomePods, and HomeKit homes. Its weaknesses are primarily its cost and that its advantages shine brightest for users already in Apple’s world. Compared to cheaper competitors, it’s an indulgence – albeit one that many find worth it for the smoother experience (as evidenced by its loyal user base and positive reviews ).

Apple TV+ the streaming service has, in a short time, grown from a curiosity with a few shows to an award-winning platform producing some of the most talked-about series around. Its strategy of fewer, high-quality originals has paid off in prestige and recognition (Emmys, Oscars, etc.), firmly establishing Apple TV+ as a contender in the streaming wars. The service’s strengths lie in its quality over quantity approach, lack of ads, and affordable (if creeping upward) price – especially attractive for families with the generous sharing and for anyone drawn to its specific hit shows. Its weaknesses remain the flip side of its strategy: a limited library and reliance on originals means it can’t (and doesn’t aim to) fulfill all of a viewer’s entertainment needs. It’s best used alongside other services, unless your tastes happen to align exactly with Apple’s offerings.

In comparing Apple TV+ to Netflix, Disney+, and others, the theme is clear: Apple isn’t trying to be the biggest, but to be among the best in quality. Subscribers will have to decide if a smaller catalog of top-tier content is more worthwhile to them than a giant catalog of mixed-quality content. The answer might be “yes, it’s worth it” when a new season of Severance or Ted Lasso drops (making the monthly fee feel like a bargain for that must-see show), and “no, not this month” at times in between. Apple seems aware of this and is ramping up output so there’s always something new around the corner – plus leveraging device sales and bundles to keep viewers in the fold.

Final takeaways: Apple TV the device is a leader in streaming hardware for those who can afford it, offering speed, sophistication, and synergy that competitors lack . Apple TV+ the service has evolved into a first-class content platform, albeit one that complements rather than replaces larger libraries, with an impressive hit rate of quality content for a young service. Both carry the hallmarks of Apple’s brand – premium build, user-friendly design, and a curated experience. And when used together (an Apple TV 4K streaming Apple TV+ in Dolby Vision glory, controlled by an iPhone, pumping sound to HomePods), they deliver a seamless living room experience that is hard to match.

Ultimately, whether you’re considering buying an Apple TV 4K to upgrade your streaming setup, or subscribing to Apple TV+ to check out the latest buzzworthy show, the decision comes down to your priorities. If you value a refined user experience and are drawn to Apple’s burgeoning library of originals, these products are strong offerings with distinct strengths. Apple has firmly planted its flag in the streaming landscape, and both Apple TV and Apple TV+ look poised to only get better – with new hardware likely on the horizon and a content slate that keeps winning fans (and awards). In each category – device and service – Apple has brought competitive, compelling options to the table, making the Apple TV ecosystem an important player in home entertainment in 2025 and beyond.

Sources:

• MacRumors – Apple TV 4K (2022) features & pricing 
• Tom’s Guide – Streaming device comparisons (Apple TV 4K speed & ad-free UI) 
• TechCrunch – Apple TV+ price hikes & subscriber info (2025) 
• Nogentech – Apple TV+ vs Netflix comparison (originals vs licensed, 4K quality) 
• What’s on Netflix – Library size data (JustWatch) 
• Apple Newsroom – “CODA” Best Picture Oscar press release 
• Wired – Best Apple TV+ shows (2025) 
• Apple TV+ Press – Silo press release (award nominations & device availability) 
• Reddit (via 9to5Mac/IMDb) – Silo viewership milestone