Apple TV+ is an ad-free subscription video on demand web television service of Apple Inc. that debuted on November 1, 2019. It was announced during their March 25 Apple Special Event held at Steve Jobs Theater, where celebrities involved with Apple TV+ projects appeared on-stage for the announcement, including Jennifer Aniston, Oprah Winfrey, Steven Spielberg and Jason Momoa.
Apple TV+ content is viewable through Apple's website and through Apple's TV app, which in 2019 expanded its availability to numerous consumer electronics devices, including those of Apple's competitors, with further plans to expand availability to more devices over time. However, Apple has created no native app for the Windows and Android platforms, or an official method to stream the content on television-connected Android TV and Chromecast devices, leaving users of those devices to workarounds for viewing Apple TV+.
At debut, Apple TV+ was accessible in about 100 countries, fewer than the early reported target of a global launch in 150 countries, and not including a number of the highest population countries in the world, within some of which Apple sells other content generally. However, commentators note that the fairly wide initial reach of the service will offer it an advantage over other streaming services debuting at approximately the same time in a more limited number of countries, such as Disney+, and that because Apple distributes its own content through the service instead of the third-party licensed content used by more established streaming services like Hulu, it will not be hamstrung by international content licensing issues during global expansion.
By early 2020, Apple TV+ showed poor growth and subscriber numbers relative to competing services, and in mid-2020 Apple began efforts to license older television and movie content from other content holders for the service, attempting to stay competitive with other streaming services, keep a viewership base for its original content in production for the future, and convert trial users into paid users.
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.