Apple Wiki
Apple Wiki
Not to be confused with Apple TV hardware.

Apple TV+, stylized as tv+ and pronounced "Apple TV Plus", is an American over-the-top ad-free subscription video on demand web television service announced by Apple on March 25, 2019, during their special event held at Steve Jobs Theater.[1][2] Celebrities involved with Apple TV+ projects appeared on-stage for the announcement, including Jennifer Aniston, Oprah Winfrey, Steven Spielberg and Jason Momoa.[3][4][5]

Apple TV+ content is viewable through Apple's TV app, which is slated to become accessible to numerous consumer electronics devices, including those of Apple's competitors, during 2019.[6][7][8] Apple TV+, along with the simultaneously announced Apple TV Channels a la carte premium video subscription aggregation service, is part of the company's concerted effort to expand its service revenues by making recurring monthly charge distributed video content available widely to the public.[6][9][10]

Apple TV+ launched on November 1, 2019.[11] There were an estimated 40 million users of Apple TV+ in 2020; this number does not necessarily reflect paying subscribers as one year of the service is included for free with the purchase of selected Apple devices.[12] On March 27, 2022 at the 94th Academy Awards, Apple TV+ became the first streaming service to have distributed a film that won an Academy Award for Best Picture with CODA.[13]



Apple TV+ Preview — Watch Now

In October 2016, Apple CEO Tim Cook was reported as saying that television is "of intense interest to me and other people here." He added that Apple has "started focusing on some original content" which he called "a great opportunity for us both from a creation point of view and an ownership point of view. So it's an area we're focused on."[14] In June 2017, Apple began to take its first major steps in forming its new television unit by hiring outgoing Sony Pictures Television presidents Jamie Erlicht and Zack Van Amburg to oversee all aspects of worldwide video programming.[15] In August 2017, Apple hired Matt Cherniss as head of domestic creative development.[16] In October 2017, it was reported that Apple had hired Morgan Wandell, formerly head of international productions for Amazon, as head of international creative development.[17] That same month, following reports of sexual abuse allegations against producer Harvey Weinstein, Apple announced that they were severing ties with The Weinstein Company and cancelling a planned biopic series about Elvis Presley.[18] In October 2017, Apple hired Jay Hunt as the European creative director of the worldwide video unit.[19] In December 2017, Apple hired Michelle Lee as a senior creative executive in the worldwide video unit.[20] Later that month, Apple hired three more executives to join their worldwide video unit: Tara Sorensen as head of Children's Programming, Tara Pietri as head of Legal Affairs, and Carina Walker as an international development executive.[21] In January 2018, Apple hired Dana Tuinier as the creative executive in charge of comedy for their worldwide video unit.[22] In February 2018, Apple hired Carol Trussell as head of production for their worldwide video unit.[23] In March 2018, Apple hired Angélica Guerra as head of Latin American programming for their worldwide video unit.[24] In April 2018, Apple signed Kerry Ehrin to a multi-year overall deal to produce original content.[25] In May 2018, it was reported that Apple was expected to begin selling subscriptions to certain video services directly via its TV application on iOS and tvOS, rather than asking Apple device owners to subscribe to those services through applications individually downloaded from Apple's application store.[26] In June 2018, Apple signed the Writer's Guild of America's minimum basic agreement and Oprah Winfrey to a multi-year content partnership.[27][28] That same month, Apple announced that they given a multi-series order to Sesame Workshop to produce various live-action and animated series as well as a single puppet-based series.[29] In July 2018, Apple hired Joe Oppenheimer as a creative executive on the international creative development team in the worldwide video unit.[30]


The Storytellers Behind Apple TV+

In September 2018, it was reported that Apple had decided to shelve Vital Signs, a six-episode biopic television series centering on the life of hip-hop producer and performer Dr. Dre and starring Ian McShane, Sam Rockwell, and Michael K. Williams, due to concerns about the show's content being too graphic with moments cited including characters doing cocaine, instances of gun violence, and an explicit orgy scene. Reports further indicated that Apple CEO Tim Cook was taking a hands-on approach in regards to the company's worldwide video unit with programming decisions reportedly being aligned to Cook's personal tastes, with a preference for family-friendly shows. Various programs in different stages of production have apparently had their content altered including the toning down of the Reese Witherspoon and Jennifer Aniston morning show drama series and the removal of crucifixes from a scene in the M. Night Shyamalan drama series. Additionally, Apple reportedly passed on a television series from comedian Whitney Cummings about the #MeToo movement because it was "too sensitive a topic."[31][32][33] The Cummings series was ultimately put into development by Amazon Video in October 2018.[34]

In October 2018, it was reported that Apple would be distributing their future original content through a still-in-development digital video service to be located within their TV application that is pre-installed in all iOS and tvOS devices. The service was expected to feature both original content, free to owners of Apple devices, as well as subscription "channels" from legacy media companies such as HBO and Starz, which would allow customers to sign up for online-only services.[35] Later that month, it was further reported that Apple intended to roll out the service in the United States during the first half of 2019 and that it would expand its availability to around 100 countries in the months following its initial launch.[36] In November 2018, Apple entered into a multi-year agreement with entertainment company A24 to produce a slate of original films in partnership with their worldwide video unit.[37] In December 2018, Apple hired Sony Pictures's head of feature casting Tamara Hunter as the head of casting for their worldwide video unit.[38] That same month, Apple signed a deal with DHX Media, and its subsidiary Peanuts Worldwide, to develop and produce original programs, including new series, specials and shorts based on the Peanuts characters created by Charles M. Schulz. One of the first productions created through the deal was an original short-form, STEM-related series featuring astronaut Snoopy.[39] Also that month, Apple signed Justin Lin, and his production company Perfect Storm Entertainment, to a multi-year overall deal to produce original television content.[40]

In January 2019, Apple signed Jason Katims, and his production company True Jack Productions, to a multi-year overall production and development deal to produce original television content.[41] That same month, Apple signed a first look deal with Imagine Documentaries to develop non-fiction features and series.[42] In February 2019, Harpo Productions hired Terry Wood as executive Vice President in which Wood will oversee Harpo's production of original programming for Apple as part of the multi-year agreement between Oprah Winfrey and Apple.[43] In March 2019, it was reported that five television series commisioned by Apple had finished filming and six series would finish filming in the next few months. Furthermore, it was revealed that the crucifixes in the untitled M. Night Shyamalan series would remain.[44]

On March 25, 2019, Apple held a press event to announce Apple TV+. At the event, Apple showed a teaser of its upcoming original content and formally announced some of its content with actors and producers attached to the content attending the event. Furthermore, the first series from Sesame Street's Sesame Workshop was announced, Helpsters, and Oprah Winfrey announced her first projects for Apple TV+ including a documentary about workplace sexual harassment, a documentary series about mental health as well as a revival of Oprah's Book Club.[45][46] On April 10, 2019, Prince Harry, Duke of Sussex, announced on Instagram that he was working alongside Winfrey on the mental health documentary series as a co-creator and executive producer.[47] Also in April 2019, Apple hired Molly Thompson as Head of Documentaries for its worldwide video unit.[48]

On September 10, 2019, Apple announced on its livestream that Apple TV+ would launch on November 1, 2019, at $4.99 a month (with a 1-week free trial) for an account that can be shared with up to six family members. Apple also announced that they would be giving away a year of Apple TV+ for free to anyone who bought a new iPhone, iPad, iPod touch, Mac, or Apple TV beginning that same day.[49]



Foundation — Teaser Apple TV+

Main article: List of Apple TV+ original programming

During the announcement of Apple TV+, Apple announced a number of prominent names of writers, directors, and stars that will be featured in the service. As of March 2019, five of the upcoming series had already completed production, with six more already well into filming.[50] On March 27, 2021, one of the films that it theatrically distributed, CODA, received the Academy Award for Best Picture at the 94th Academy Awards.[13]


  1. Welch, Chris (March 25, 2019). Apple announces Apple TV Plus video subscription service. The Verge. Retrieved on March 25, 2019.
  2. Wakabayashi, Daisuke (March 25, 2019). Apple Unveils Video Service With Celebrity Parade but Few Details. The New York Times. Retrieved on March 26, 2019.
  3. Desantis, Rachel. "Apple Reveals Apple TV+, with Shows from Oprah Winfrey, Jennifer Aniston & Reese Witherspoon", March 25, 2019. Retrieved on March 26, 2019. 
  4. Baig, Edward C.. "Apple goes big on premium services: Apple TV+ streaming, News+, Arcade and new credit card", USA Today, March 25, 2019. Retrieved on March 25, 2019. 
  5. Holloway, Daniel. "Apple Reveals New TV Streaming Service", Variety, March 25, 2019. Retrieved on March 26, 2019. 
  6. 6.0 6.1 Greenwald, Will. "Apple TV Is the Death of Apple TV", PC Magazine, March 26, 2019. Retrieved on March 26, 2019. 
  7. Hiner, Jason. "3 ways the new Apple TV services will make cord cutting better", CNET, March 25, 2019. Retrieved on March 26, 2019. 
  8. Baig, Edward C.. "Apple goes big on premium services: Apple TV+ streaming, News+, Arcade and new credit card", USA Today, March 25, 2019. Retrieved on March 25, 2019. 
  9. Lawrence, Dallas. "Apple TV's biggest news isn't about content, it's about screens — you can watch anywhere", VentureBeat, March 26, 2019. Retrieved on March 26, 2019. 
  10. Pullen, John Patrick. "Apple's Two-Word Plan for the Future of the Internet: Subscribe Now", Forbes, March 24, 2019. Retrieved on March 25, 2019. 
  11. "Apple Targets Apple TV+ Launch in November, Weighs $9.99 Price After Free Trial", August 19, 2019. Retrieved on August 20, 2019. 
  12. Estimated number of Apple TV Plus users in the United States 2019 and 2020 by Julia Stoll, Statista. 2021-01-13.
  13. 13.0 13.1 Apple’s “CODA” wins historic Oscar for Best Picture at the Academy Awards, Apple Inc. 2022-03-27.
  14. Lieberman, David (January 12, 2017). Apple Looks To Buy Original Programming, But How Much Will It Spend?. Deadline Hollywood. Retrieved on November 30, 2017.
  15. Andreeva, Nellie (June 16, 2017). Apple Taps Sony TV's Zack Van Amburg & Jamie Erlicht As Heads Of Programming. Deadline Hollywood. Retrieved on November 30, 2017.
  16. Matt Cherniss Joins Apple As Head Of Development For New Programming Unit. Deadline Hollywood (August 15, 2017). Retrieved on November 30, 2017.
  17. Amazon's Morgan Wandell Joins Apple As Head Of International TV Development. Deadline Hollywood (October 20, 2017). Retrieved on November 30, 2017.
  18. Apple Kills Deal For TWC Elvis Series In Wake Of Harvey Weinstein Scandal. Deadline Hollywood (October 9, 2017). Retrieved on November 30, 2017.
  19. Apple Taps Ex-BBC and Channel 4 Executive Jay Hunt As European Chief. Deadline Hollywood (October 25, 2017). Retrieved on July 7, 2018.
  20. TV Veteran Michelle Lee Joins Apple Worldwide Video. Variety (December 6, 2017). Retrieved on December 6, 2017.
  21. Apple Scoops Up Three Amazon Execs. Deadline Hollywood (December 21, 2017). Retrieved on December 22, 2017.
  22. Dana Tuinier Joins Apple As Comedy Executive In Worldwide Video Division. Deadline Hollywood (January 26, 2018). Retrieved on January 27, 2018.
  23. Apple Taps Carol Trussell as Head Of Production For Video Programming Unit. Deadline Hollywood (February 22, 2018). Retrieved on February 22, 2018.
  24. Andreeva, Nellie (March 2, 2018). Apple Taps Sony Pictures TV's Angélica Guerra As head Of Latin America. Deadline Hollywood. Retrieved on March 2, 2018.
  25. Kerry Ehrin Inks Overall Deal With Apple, Replaces Jay Carson As Showrunner Of Reese Witherspoon-Jennifer Aniston Series. Deadline Hollywood (April 4, 2018). Retrieved on June 15, 2018.
  26. Bloomberg - Are you a robot?. Bloomberg News (May 9, 2018). Retrieved on November 16, 2018.
  27. Apple Signs WGA Contract As It Ramps Up Scripted Shows. Deadline Hollywood (June 7, 2018). Retrieved on June 15, 2018.
  28. Andreeva, Nellie (June 15, 2018). Oprah Winfrey Enters Content Partnership With Apple For Original Programming. Deadline Hollywood. Retrieved on June 15, 2018.
  29. Apple Teams With Sesame Workshop On Children's Programming Slate. Deadline Hollywood (June 20, 2018). Retrieved on June 20, 2018.
  30. Apple Bolsters International Content Division With Hire Of Former BBC Films Chief Joe Oppenheimer. Deadline Hollywood (July 3, 2018). Retrieved on July 7, 2018.
  31. No Sex Please, We're Apple: iPhone Giant Seeks TV Success on Its Own Terms. The Wall Street Journal (September 22, 2018). Retrieved on September 24, 2018.
  32. Haring, Bruce (September 24, 2018). Apple Taking Conservative Approach, Rejects Dr. Dre Streaming Series As Too Violent – Report. Deadline Hollywood. Retrieved on September 24, 2018.
  33. Hibberd, James (September 24, 2018). Dr. Dre TV series reportedly dumped by Apple due to orgy scene, drug use. Entertainment Weekly. Retrieved on September 24, 2018.
  34. #MeToo-Themed College Comedy Series From Whitney Cummings & Lee Daniels In Works At Amazon. Deadline Hollywood (October 2, 2018). Retrieved on October 2, 2018.
  35. Apple plans to give away original content for free to device owners. CNBC (October 10, 2018). Retrieved on November 16, 2018.
  36. Apple to Launch TV Subscription Service Globally. The Information (October 23, 2018). Retrieved on November 16, 2018.
  37. Apple Inks Deal With A24 For Multiple Films As Part Of Push Into Movies. Deadline Hollywood (November 15, 2018). Retrieved on November 16, 2018.
  38. Andreeva, Nellie (December 12, 2018). Apple Taps Sony's Tamara Hunter As Head Of Casting For Worldwide Video. Deadline Hollywood. Retrieved on December 13, 2018.
  39. Andreeva, Nellie (December 14, 2018). Apple Makes 'Peanuts' Deal; DHX Media To Produce New Series, Specials & Shorts With Classic Characters For Streamer. Deadline Hollywood. Retrieved on December 14, 2018.
  40. Petski, Denise (December 17, 2018). Justin Lin Inks Overall TV Deal With Apple. Deadline Hollywood. Retrieved on December 17, 2018.
  41. Andreeva, Nellie (January 16, 2019). Jason Katims Inks Overall Deal With Apple. Deadline Hollywood. Retrieved on January 16, 2019.
  42. Imagine's Documentary Arm Sets First-Look Pact With Apple (EXCLUSIVE). Variety (January 18, 2019). Retrieved on January 18, 2019.
  43. Oprah Winfrey Finds New Harpo Exec to Lead Apple Push. The Hollywood Reporter. Retrieved on 2019-02-13.
  44. Koblin, John. "Apple's Big Spending Plan to Challenge Netflix Takes Shape", The New York Times, 2019-03-17. Retrieved on 2019-03-23. 
  45. Hipes, Patrick (2019-03-25). Apple Shows Off Original Series For First Time With Sizzle Reel – Watch. Deadline Hollywood. Retrieved on 2019-03-27.
  46. Gartenberg, Chaim (2019-03-25). Oprah will release two documentaries on Apple TV Plus along with a new book club. The Verge. Retrieved on 2019-03-27.
  47. The Duke and Duchess of Sussex on Instagram: "We are excited to announce that The Duke of Sussex and Oprah Winfrey are partners, co-creators and executive producers on their forthcoming…". Instagram. Retrieved on 2019-04-10.
  48. Pedersen, Erik (2019-04-15). A&E's Molly Thompson Joins Apple As Head Of Documentaries. Deadline Hollywood. Retrieved on 2019-04-16.
  49. Alexander, Julia (2019-09-10). Apple Tv Plus launches on November 1st for $4.99. The Verge.
  50. Koblin, John (March 17, 2019). Apple's Big Spending Plan to Challenge Netflix Takes Shape. The New York Times. Retrieved on March 26, 2019.

See also[]

External links[]

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