Apple TV+ shows and movies, Apple's original-only streaming service.
"Severance" returned for a second season to major buzz and awards attention, "Ted Lasso" remains the platform's biggest cultural crossover, and Apple pushed into theatrical with "F1" as a genuine box-office play rather than a streaming-first release — yet Apple TV+ is still reportedly the smallest major streamer by subscribers despite outspending services with far larger audiences. Apple has shown no public sign of pulling back the budget even with those losses persisting year after year.
We think that's only sustainable because Apple doesn't actually need streaming profits — TV+ functions as a halo for the hardware ecosystem and an Oscars-credibility play ("CODA" winning Best Picture still matters to that calculus) rather than a standalone business. The real test is whether Apple's leadership patience survives a prolonged stretch without another "Severance"-level hit, because every other major studio's streaming arm has eventually had its budget reined in once Wall Street started asking the same questions investors ask everyone else.
Apple TV+ is Apple's subscription streaming service, launched in November 2019 with an all-original content strategy rather than a licensed back-catalog library. Despite a relatively small overall slate compared to larger streamers, Apple TV+ has built an outsized awards reputation, including becoming the first streaming service to win the Academy Award for Best Picture, for CODA in 2022.
Apple TV+ has invested heavily in high-profile talent and big-budget prestige productions across drama, comedy, and film, positioning itself as a quality-over-quantity alternative to larger catalog-driven competitors.
Apple TV+ debuts with a small slate of original series, including The Morning Show and See.
Ted Lasso and CODA bring Apple TV+ major Emmy and Academy Award recognition, including a historic Best Picture win.
Apple TV+ broadens its film and series output, including major theatrical releases alongside its streaming-first programming.
Oversees Apple's services business, including Apple TV+.
Lead Apple's original content strategy for Apple TV+.
| Title | Year | Notes |
|---|---|---|
| Ted Lasso | 2020 | Won multiple Emmy Awards for Outstanding Comedy Series |
| CODA | 2021 | Won the Academy Award for Best Picture |
| Severance | 2022 | A critically acclaimed workplace sci-fi drama |
| Killers of the Flower Moon | 2023 | A Martin Scorsese film released theatrically and on Apple TV+ |
| Historic Best Picture win | CODA (2022) became the first film from a streaming service to win the Academy Award for Best Picture |
|---|
Apple does not break out Apple TV+ subscriber or revenue figures separately from its broader Services business.
| Compared To | Key Difference |
|---|---|
| Netflix | Apple TV+ runs an all-original, relatively small content slate, while Netflix combines originals with a much larger licensed library. |
CODA's 2022 Best Picture win made Apple TV+ the first streaming service to claim the Academy Awards' top prize.
No. Unlike many competitors, Apple TV+ focuses almost entirely on original programming rather than licensing a large back catalog.
No. The Apple TV app is where you can access Apple TV+ along with other rented, purchased, or channel-subscription content; Apple TV+ specifically refers to Apple's original-content subscription.
Yes — CODA (2022) made Apple TV+ the first streaming service to win the Academy Award for Best Picture, and the service has also won multiple Emmys, including for Ted Lasso.
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So you’re stuck in scrolling purgatory again, huh? Endlessly thumbing through Apple TV, hoping something jumps out. We’ve been there. That’s why we pulled…
So you’re stuck in scrolling purgatory again, huh? Endlessly thumbing through Apple TV, hoping something jumps out. We’ve been there. That’s why we pulled…
So you’re stuck in scrolling purgatory again, huh? Endlessly thumbing through Apple TV, hoping something jumps out. We’ve been there. That’s why we pulled…
So you’re stuck in scrolling purgatory again, huh? Endlessly thumbing through Apple TV, hoping something jumps out. We’ve been there. That’s why we pulled…
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