✦ Edited and fact-checked by Eric Chiu, our Tech Editor with over 10 years covering tech and entertainment.
Getting into the Apple ecosystem used to feel like entering a walled garden, but their streaming service has blossomed into a must-have for any serious TV fan. Apple TV (formerly known as Apple TV+) has officially dropped the plus sign and leveled up its game.
Whether you are here for the prestige dramas that look stunning in 4K or you’re a gearhead ready for the new era of F1 racing, Apple’s service is no longer a boutique add-on—it is a heavy hitter that prioritizes quality over quantity.
Keep reading this Apple TV guide to get the scoop on the 2025 price changes, the massive pivot into live sports, and how to snag a free trial before committing to a subscription.
Apple TV received our 2026 Best of the Best Award for on-demand streaming
Customers aren’t the only ones impressed by Apple’s commitment to high-end television. Apple TV officially earned our Best of the Best Award for on-demand streaming in 2026. While it received lower marks in our annual customer satisfaction survey, the sheer quality of its content and its ease of use make it the most premium experience on the market.
One reason we love the service is its customer-friendly policies. In an era where every other streamer is constantly hiking prices and stuffing shows with commercials, Apple TV remains one of the last old-school services. It offers a single tier with no ads at all, making good on the original promise of streaming as a better experience than traditional cable TV.
Apple TV plans and pricing: What’s the damage?
| Service | Price | Streams | Video | Details |
|---|---|---|---|---|
| Apple TV | $12.99/mo. | 6 | 1080p, 4K | View Plans for Apple TV+ |
Data effective as of post date. Offers and availability may vary by location and are subject to change.
In late 2025, Apple officially rebranded its service to simply Apple TV to streamline its identity. Along with that sleek new name came a price adjustment; as of August 2025, the monthly rate moved from $9.99 to $12.99/mo.
If you’re a “pro” user, the annual plan is the way to go. At $99.00/year, you save approximately $56 compared to the monthly billing cycle, making it much easier to justify keeping the service active year-round for those big premiere dates.
One major perk that sets Apple TV apart from competitors like Netflix or Disney+ is that it doesn’t gatekeep its higher-end features. Your base subscription automatically includes 4K, HDR, and Dolby Atmos at no extra cost, ensuring your home theater actually gets a workout.
The Apple One bundle: Better value for power users
If you already use Apple Music to stream your tunes or need extra iCloud+ storage for your 8,000 cat photos, you should look into Apple One. It’s a comprehensive bundle that combines your services into one monthly bill.
Starting at $19.95/mo., Apple One includes Apple TV, Apple Music, Apple Arcade, and iCloud+. For Apple families or power users, it’s the most cost-effective way to enjoy the full suite of Apple entertainment without the headache of multiple subscriptions.
Apple TV sports: The new home for racing and more
Apple has moved aggressively into the world of live sports, aiming to capture the massive U.S. racing and soccer audiences. The biggest shift in the service’s history begins in 2026, as Apple becomes the exclusive U.S. home for Formula 1.
This five-year partnership joins an already impressive roster of live content. Fans can still catch Friday Night Baseball and follow every goal with the MLS Season Pass. With the addition of Apple TV on multiple smartphone and streaming platforms, sports coverage is more accessible than ever.
Shareability and kids mode
Apple TV is currently one of the most shareable services you can buy. There are no restrictions on how many households can log into one account, and you can watch on six devices simultaneously—this is one of the highest limits in the industry.
While there isn’t a dedicated kids-friendly viewing mode, you can restrict access to specific profiles using a four-digit PIN. Just keep in mind that because the service is tied to your Apple ID, you’ll need your login handy to change any content restrictions.
What to watch: Sci-fi dominance and prestige bangers
If you’re wondering what to watch first, Apple has earned a reputation as the home of great sci-fi. 2025 and 2026 are anchored by massive releases like “Foundation” Season 3 and newer entries like “Murderbot” and “Pluribus.”
The prestige drama fans aren’t left behind either. 2025 finally brought the return of the mind-bending “Severance” for Season 2, and “The Morning Show” continues its high-stakes run with Season 4. Apple’s banger hit rate is so high that they also took home our 2026 Best Exclusive Content award.
Apple TV guide FAQ
Does Apple TV offer a free trial?
Yes, Apple typically offers a seven-day free trial for new subscribers. Additionally, customers who purchase a new Apple device often receive three months of the service for free.
What happened to Apple TV+?
Apple officially rebranded the service to Apple TV in late 2025 to simplify its identity alongside the launch of its major sports properties and the existing Apple TV hardware app.
Is Formula 1 exclusive to Apple TV?
Starting in 2026, Apple TV is the exclusive home for Formula 1 in the U.S. as part of a major five-year partnership.
Can I watch Apple TV on non-Apple devices?
Absolutely. You can download the Apple TV app on most major streaming devices, including Roku, Amazon Fire TV, Chromecast with Google TV, and various gaming consoles and smart TVs.
Does Apple TV include 4K in the base price?
Yes, unlike many other streamers, Apple does not charge extra for premium features. 4K, HDR, and Dolby Atmos are included in the standard $12.99/mo. price.
