Apple TV+ is a subscription streaming service owned by Apple Inc. It launched on November 1, 2019 and features a collection of original movies and TV series called Apple Originals. The service was announced during Apple’s special event in March 2019, with notable figures including Jennifer Aniston, Oprah Winfrey, and Steven Spielberg in attendance. Apple TV+ can be accessed through the Apple website and the Apple TV app, which is available on various Apple devices, smart TVs, and game consoles. Apple plans to further expand its availability. Access to Apple TV+ is included in the Apple One subscription package. Content is primarily available in Dolby Vision and Atmos profile 5.
Initially, Apple TV+ was available in around 100 countries, slightly short of its 150-country target. While some countries were excluded, the broad reach of the service provided an advantage over competitors like Disney+. Unlike other streaming services, Apple distributes its own content, bypassing license limitations. However, in early 2020, Apple TV+ faced slow growth and low subscriber counts compared to its rivals. To compete and attract viewers, Apple began licensing older movies and TV shows. Despite its challenges, Apple TV+ has garnered critical acclaim. He received accolades including a Primetime Emmy Award for Outstanding Comedy Series with “Ted Lasso” and the Academy Award for Best Picture with “CODA,” marking the first streaming service film to win Best Picture. Apple TV+ is part of Apple’s strategy to expand its service revenue, along with the Apple TV app’s premium video subscription aggregation service.
History of Apple TV+ :
Apple TV+ is a subscription streaming service launched by Apple Inc. on November 1, 2019. It was designed to compete with other streaming platforms like Netflix, Hulu, and Amazon Prime Video. Although relatively new compared to its competitors, Apple TV+ has quickly made its mark in the streaming industry.
Apple’s foray into the streaming space began in 2015 when they introduced the fourth-generation Apple TV, which included a tvOS app store. This paved the way for Apple to start developing original content for its platform. Initially, Apple produced some original shows and movies that were available for purchase or rental through the iTunes Store.
In March 2019, Apple held a special event announcing the upcoming release of Apple TV+, along with other services like Apple News+, Apple Arcade, and Apple Card. The company invested heavily in original programming, signing deals with renowned directors, producers and actors to create exclusive content for the platform.
On November 1, 2019, Apple TV+ was officially launched in more than 100 countries. The service debuted a handful of original shows, including iconic titles like “The Morning Show,” starring Jennifer Aniston, Reese Witherspoon and Steve Carell, and “See,” a post-apocalyptic drama starring Jason Momoa. Apple offered a free one-year subscription to Apple TV+ to customers who bought new Apple devices, further increasing its initial user base.
Apple TV+ was intended to differentiate itself from other streaming services by focusing on high-quality original content. The company continued to release new shows and movies regularly, expanding its library with various genres and themes. Some notable Apple TV+ productions include “Ted Lasso,” “Defending Jacob,” “For All Mankind,” “Servant,” “Dickinson,” and “Central Park,” among others.
In addition to scripted content, Apple TV+ also dabbled in documentaries and series, collaborating with leading filmmakers and tackling socially relevant topics. He released documentaries like “The Elephant Queen,” “Beastie Boys Story,” “Boys State,” and “Billie Eilish: The World’s a Little Blurry.”
Apple TV+ received positive critical reception for its original content, winning several awards and nominations. “The Morning Show” and “Ted Lasso” earned acclaim and won multiple accolades, including Golden Globe Awards and Screen Actors Guild Awards.
To broaden its reach, Apple TV+ has partnered with other streaming platforms. For example, in 2020, Apple TV+ was made available on select Samsung smart TVs, and later expanded to LG, Sony, VIZIO, and other brands. The service has also released apps for various devices, including Roku, Amazon Fire TV, and game consoles.
Apple TV+ continues to invest in new productions, with a growing list of shows and movies. The streaming service aims to compete with industry giants by offering engaging content and attracting subscribers through its ecosystem of devices and services.
Programming of Apple TV+ :
Apple TV+ does not provide a public API or SDK for developers to directly create apps or programs specifically for the Apple TV+ streaming service.
Apple TV+ is accessed primarily through the Apple TV app, which is available on various Apple devices such as iPhone, iPad, Apple TV, and Mac. The Apple TV app provides a user interface for browsing and viewing Apple TV+ content.
However, Apple offers tools and resources for developers to build apps for the Apple TV platform in general. Developers can use the tvOS SDK (Software Development Kit) and the Swift programming language to create apps for Apple TV devices. These applications may offer various features, including video playback, interactive experiences, and integration with other services.
While developers can create apps for Apple TV, these apps typically provide access to a variety of content sources, including Apple TV+, if the proper license agreements and access permissions are obtained.
I recommend checking Apple’s official developer documentation or contacting Apple directly for the most up-to-date information on Apple TV+ programming.
Growth and impact :
Apple has implemented various strategies to boost subscriber growth for Apple TV+. They have introduced reduced-cost bundles to encourage subscriptions, such as a bundle with Apple Music for students and a bundle offering CBS All Access and Showtime at an additional cost. Apple TV+ has also been included as part of the Apple One subscription package. In addition, Apple has partnered with cable television MSOs and mobile network operators to offer Apple TV+ as part of their bundles, sometimes including an Apple TV 4K set-top box.
By February 2020, around 10 million people had signed up for Apple TV+, including those who received a free one-year trial with the purchase of an Apple device. However, it was estimated that less than 10% of eligible Apple device owners had activated the trial, possibly due to Apple’s failure to promote the service or users’ lack of interest in its content options. About half of the 10 million users actively used the service. Apple’s expansion of the Apple TV app to various smart TV platforms and gaming consoles was expected to increase subscriber numbers.
However, Apple has not developed a native TV app for Windows and Android platforms, leaving users to rely on web browsers or workarounds. Google announced plans to add the Apple TV app to its Chromecast and Android TV platforms in 2021, which eventually happened in February 2021. Apple TV+ received nominations for the 2021 Golden Globe Awards and won four Primetime Emmy Awards for the series Ted Lasso. It also became the first streaming service to win the Academy Award for Best Picture with CODA at the 94th Academy Awards.
As of March 2022, Apple TV+ is estimated to have 25 million paid subscribers and an additional 50 million viewers who access the service through promotions.
