:Apple TV+

Apple had long been rumored to have an interest in beginning a streaming television service, and in 2015 entered into negotiations with various television studios and programmers to aggregate their content for a live-television streaming bundle.{{cite news |url=https://www.businessinsider.com/apples-eddy-cue-blew-tv-deals-2016-7 |title=Apple's arrogance is hurting its big TV plans |last=Leswing |first=Kif |date=July 28, 2016 |access-date=November 1, 2019 |website=Business Insider |archive-date=October 31, 2019 |archive-url=https://web.archive.org/web/20191031070936/https://www.businessinsider.com/apples-eddy-cue-blew-tv-deals-2016-7 |url-status=live }} Negotiations fell apart over differing views on how to value the content, lack of transparency on details, and the personality of Apple's chief negotiator, Eddy Cue.

In October 2016, Apple CEO Tim Cook said that television is "of intense interest to me and other people here", and 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."{{cite web|last=Lieberman|first=David|title=Apple Looks To Buy Original Programming, But How Much Will It Spend?|url=https://deadline.com/2017/01/apple-buy-original-programming-how-much-spend-1201884019/|website=Deadline Hollywood|access-date=November 30, 2017|date=January 12, 2017|archive-date=December 1, 2017|archive-url=https://web.archive.org/web/20171201030646/http://deadline.com/2017/01/apple-buy-original-programming-how-much-spend-1201884019/|url-status=live}}

In June 2017, Apple began to take the first major steps to form its new television unit by hiring the co-presidents of Sony Pictures Television, Jamie Erlicht and Zack Van Amburg, to oversee all aspects of worldwide video programming.{{cite news|url=https://www.hollywoodreporter.com/bastard-machine/apple-tv-business-battles-cable-netflix-hulu-amazon-1015798|title=Apple and All of Its Money Just Got Real About the TV Business|last=Goodman|first=Tim|date=June 21, 2017|access-date=November 9, 2019|website=The Hollywood Reporter|archive-date=November 9, 2019|archive-url=https://web.archive.org/web/20191109174211/https://www.hollywoodreporter.com/bastard-machine/apple-tv-business-battles-cable-netflix-hulu-amazon-1015798|url-status=live}} In August, Matt Cherniss was hired as Head of Domestic Creative Development, reporting directly to Van Amburg and Erlicht. For the rest of 2017, Apple continued to fill out its executive team for Apple TV+, with Kim Rozenfeld joining as Head of Current Programming and Unscripted, Jay Hunt joining as Creative Director for Europe, Morgan Wandell joining as Head of International Creative Development, Tara Sorensen joining as Head of Kids Programming, and Max Aronson, Ali Woodruff, Carina Walker, and Michelle Lee joining as development and creative executives.{{Cite web|last=Andreeva|first=Nellie|date=September 6, 2017|title=Apple: Kim Rozenfeld, Max Aronson, Ali Woodruff & Rita Cooper Lee Join TV Unit|url=https://deadline.com/2017/09/apple-kim-rozenfeld-max-aronson-ali-woodruff-rita-cooper-lee-hired-tv-video-programming-unit-1202162111/|url-status=live|access-date=March 31, 2021|website=Deadline Hollywood|language=en-US|archive-url=https://web.archive.org/web/20170909030054/http://deadline.com:80/2017/09/apple-kim-rozenfeld-max-aronson-ali-woodruff-rita-cooper-lee-hired-tv-video-programming-unit-1202162111/? |archive-date=September 9, 2017 }}{{Cite web|last=Littleton|first=Cynthia|date=October 25, 2017|title=Apple Video Recruits Channel 4 Alum Jay Hunt for European Post|url=https://variety.com/2017/tv/news/jay-hunt-apple-europe-creative-director-channel-4-1202598420/|url-status=live|access-date=March 31, 2021|website=Variety|language=en-US|archive-url=https://web.archive.org/web/20171025181544/http://variety.com/2017/tv/news/jay-hunt-apple-europe-creative-director-channel-4-1202598420/ |archive-date=October 25, 2017 }}{{Cite web|last=Goldberg|first=Lesley|date=December 6, 2017|title=Apple Enlists Jason Katims' Producing Partner Michelle Lee|url=https://www.hollywoodreporter.com/news/apple-enlists-jason-katims-producing-partner-michelle-lee-1064786|url-status=live|access-date=March 31, 2021|website=The Hollywood Reporter|language=en|archive-url=https://web.archive.org/web/20171206231227/https://www.hollywoodreporter.com/news/apple-enlists-jason-katims-producing-partner-michelle-lee-1064786 |archive-date=December 6, 2017 }}

Throughout 2019, Apple continued to build out its unscripted content team, with Molly Thompson hired as Head of Documentaries in April. In November, Rozenfeld stepped down as Head of Current Programming and Unscripted to focus on producing content again with a first-look content production deal with Apple under his Half Full Productions. Cherniss took over Rozenfeld's duties overseeing current scripted programming.{{Cite web|last=Andreeva|first=Nellie|date=November 11, 2019|title=Kim Rozenfeld Steps Down As Apple Head Of Current Programming & Unscripted, Segues To First-Look Deal|url=https://deadline.com/2019/11/kim-rozenfeld-steps-down-apple-head-of-current-programming-unscripted-segues-first-look-deal-matt-cherniss-molly-thompson-1202782974/|url-status=live|access-date=April 5, 2021|website=Deadline Hollywood|language=en-US|archive-url=https://web.archive.org/web/20191111203108/https://deadline.com/2019/11/kim-rozenfeld-steps-down-apple-head-of-current-programming-unscripted-segues-first-look-deal-matt-cherniss-molly-thompson-1202782974/ |archive-date=November 11, 2019 }}

In May 2018, it was reported that Apple was expected to start a sister project to its original content service, and begin selling subscriptions to certain video services directly via its Apple TV app application on iOS and tvOS, rather than asking Apple device owners to subscribe to those services through applications individually downloaded from Apple's app store.{{cite web|last1=Shaw|first1=Lucas|last2=Smith|first2=Gerry|last3=Gurman|first3=Mark|date=May 9, 2018|title=Apple Plans to Sell Video Subscriptions Through TV App|url=https://www.bloomberg.com/news/articles/2018-05-09/apple-is-said-to-plan-selling-video-subscriptions-through-tv-app|url-status=live|archive-url=https://web.archive.org/web/20181117063231/https://www.bloomberg.com/news/articles/2018-05-09/apple-is-said-to-plan-selling-video-subscriptions-through-tv-app|archive-date=November 17, 2018|access-date=November 16, 2018|website=Bloomberg News}}

In October 2018, it was reported that Apple would distribute its future original content through a still-in-development digital video service within its 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.{{cite web|last1=Sherman|first1=Alex|date=October 10, 2018|title=Apple plans to give away original content for free to device owners|url=https://www.cnbc.com/2018/10/10/apple-plans-to-give-away-original-content-for-free-to-device-owners.html|url-status=live|archive-url=https://web.archive.org/web/20181117105026/https://www.cnbc.com/2018/10/10/apple-plans-to-give-away-original-content-for-free-to-device-owners.html|archive-date=November 17, 2018|access-date=November 16, 2018|website=CNBC}} Later that month, it was reported that Apple intended to roll out the service in the U.S. during the first half of 2019 and that it would expand its availability to around 100 countries in the months after its launch.{{cite web|last1=Toonkel|first1=Jessica|date=October 23, 2018|title=Apple to Launch TV Subscription Service Globally|url=https://www.theinformation.com/articles/apple-to-launch-tv-subscription-service-globally|url-status=live|archive-url=https://web.archive.org/web/20181117063256/https://www.theinformation.com/articles/apple-to-launch-tv-subscription-service-globally|archive-date=November 17, 2018|access-date=November 16, 2018|website=The Information}}

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 it, with actors and producers attached to the content appearing on stage. The announced content included Helpsters, the first series from Sesame Workshop, the producer of Sesame Street, and Oprah Winfrey's first projects for Apple TV+, including a documentary under the working title Toxic Labor{{Cite AV media|url=https://www.apple.com/apple-events/march-2019/|title=Watch the Apple Special Event|language=en-US|minutes=103|access-date=November 14, 2019|website=Apple|archive-date=November 27, 2019|archive-url=https://web.archive.org/web/20191127224709/https://www.apple.com/apple-events/march-2019/|url-status=live}} about workplace sexual harassment, a documentary series about mental health, and a revival of Oprah's Book Club as a standalone television series.{{Cite web|last=Hipes|first=Patrick|date=March 25, 2019|title=Apple Shows Off Original Series For First Time With Sizzle Reel – Watch|url=https://deadline.com/2019/03/apple-original-tv-series-first-look-sizzle-reel-video-1202582279/|url-status=live|archive-url=https://web.archive.org/web/20190326145322/https://deadline.com/2019/03/apple-original-tv-series-first-look-sizzle-reel-video-1202582279/|archive-date=March 26, 2019|access-date=March 27, 2019|website=Deadline Hollywood}}{{Cite web|last=Gartenberg|first=Chaim|date=March 25, 2019|title=Oprah will release two documentaries on Apple TV Plus along with a new book club|url=https://www.theverge.com/2019/3/25/18281188/oprah-apple-tv-plus-book-club-streaming-service-announcement-event-2019|url-status=live|archive-url=https://web.archive.org/web/20190327134248/https://www.theverge.com/2019/3/25/18281188/oprah-apple-tv-plus-book-club-streaming-service-announcement-event-2019|archive-date=March 27, 2019|access-date=March 27, 2019|website=The Verge}}

On September 10, 2019, Apple announced that Apple TV+ would launch on November 1 at $4.99 per month (with a 1-week free trial) for an account that can be shared with up to six family members. Apple also announced that it would be give away a year of Apple TV+ to anyone who bought a new Apple TV, Mac, iPad, iPhone, or iPod Touch beginning that day.{{Cite web|last=Alexander|first=Julia|date=September 10, 2019|title=Apple TV+ launches on November 1st for $4.99|url=https://www.theverge.com/2019/9/10/20850842/apple-tv-plus-release-date-price-shows-oprah-streaming|url-status=live|archive-url=https://web.archive.org/web/20190910190515/https://www.theverge.com/2019/9/10/20850842/apple-tv-plus-release-date-price-shows-oprah-streaming|archive-date=September 10, 2019|access-date=September 10, 2019|work=The Verge}} Student subscribers to the monthly Apple Music service at a discounted rate also have Apple TV+ bundled in at no additional cost for the time being.{{cite news|last=Brown|first=Shelby|date=October 30, 2019|title=Apple TV Plus will be free for students with an Apple Music subscription|work=CNET|url=https://www.cnet.com/news/apple-tv-plus-will-be-free-for-students-with-an-apple-music-subscription/|url-status=live|access-date=November 3, 2019|archive-url=https://web.archive.org/web/20191103005423/https://www.cnet.com/news/apple-tv-plus-will-be-free-for-students-with-an-apple-music-subscription/|archive-date=November 3, 2019}}

From the start of Apple TV+ on November 1, 2019, Apple offered a free one-year subscription to anyone buying certain of its hardware products (an iPhone, iPad, Apple TV, iPod Touch, or Mac).{{Cite web|date=September 12, 2019|last=Haslam|first=Oliver|title=Families can only get Apple TV+ free once|url=https://www.imore.com/families-can-only-get-apple-tv-free-once-no-matter-how-many-devices-they-buy|access-date=June 28, 2021|website=iMore|archive-date=June 28, 2021|archive-url=https://web.archive.org/web/20210628173333/https://www.imore.com/families-can-only-get-apple-tv-free-once-no-matter-how-many-devices-they-buy|url-status=live}} Apple initially extended the free year that was due to end on November 1, 2020, to February 28, 2021,{{cite web|url=https://9to5mac.com/2020/10/08/apple-to-extend-apple-tv-free-year-trials-through-february-2021|title=Apple to extend Apple TV+ free year trials through February 2021|work=9to5Mac |publisher=9to5Mac|date=October 8, 2020|access-date=June 27, 2021|archive-date=July 1, 2021|archive-url=https://web.archive.org/web/20210701113236/https://9to5mac.com/2020/10/08/apple-to-extend-apple-tv-free-year-trials-through-february-2021/|url-status=live |last1=Mayo |first1=Benjamin }} but then announced in mid-January 2021 that it would extend it a second time to July 31, 2021.{{cite web|url=https://9to5mac.com/2021/01/15/apple-again-extends-apple-tv-free-trials-subscribers-now-get-free-access-until-july-2021|title=Apple again extends Apple TV+ free trials, subscribers now get free access until July 2021|work=9to5Mac |publisher=9to5Mac|date=January 15, 2021|access-date=June 27, 2021|archive-date=June 15, 2021|archive-url=https://web.archive.org/web/20210615163933/https://9to5mac.com/2021/01/15/apple-again-extends-apple-tv-free-trials-subscribers-now-get-free-access-until-july-2021/|url-status=live |last1=Mayo |first1=Benjamin }}

In mid-June 2021, Apple added a note to its website advising customers that new users subscribing after June 30, 2021, would receive only three months of free subscription instead of a year.{{cite web|url=https://www.cnet.com/news/apple-tv-plus-free-trial-period-drops-from-one-year-to-three-months|title=Apple TV Plus free trial period drops from one year to three months|publisher=CNET|date=June 16, 2021|access-date=June 27, 2021|archive-date=July 1, 2021|archive-url=https://web.archive.org/web/20210701115711/https://www.cnet.com/news/apple-tv-plus-free-trial-period-drops-from-one-year-to-three-months/|url-status=live}}

On October 24, 2022, Apple announced it was to increase pricing of Apple TV+ (along with Apple Music and Apple One) subscriptions in many regions. The monthly plan increased $2 to $6.99, and the annual plan increased $20 to $69.{{cite web|url=https://www.macrumors.com/2022/10/24/apple-price-increase-services|title=Apple Increasing Pricing of Apple Music, Apple TV+, and Apple One|publisher=MacRumors|first=Juli|last=Clover|date=October 24, 2022|access-date=November 9, 2022|archive-date=November 7, 2022|archive-url=https://web.archive.org/web/20221107103013/https://www.macrumors.com/2022/10/24/apple-price-increase-services/|url-status=live}}

{{main|List of Apple TV+ original programming|List of Apple TV+ original films}}

During the announcement of Apple TV+, Apple announced a number of prominent writers, directors, and stars who would be featured in the service. The signing of high-profile talent was intended to attract viewers to the service.{{cite news|last=Block|first=Alex Ben|date=November 21, 2019|title=What's Apple's Streaming Strategy? Think of It as Content as Catnip|url=https://www.lamag.com/citythinkblog/apple-tv-plus/|access-date=October 27, 2020|website=Los Angeles Magazine|archive-date=November 2, 2020|archive-url=https://web.archive.org/web/20201102114744/https://www.lamag.com/citythinkblog/apple-tv-plus/|url-status=live}}

{{As of|March 2019}}, five of the upcoming series had completed production, with six more well into filming.{{cite web|last=Koblin|first=John|date=March 17, 2019|title=Apple's Big Spending Plan to Challenge Netflix Takes Shape|url=https://www.nytimes.com/2019/03/17/business/media/apple-content-hollywood.html|url-status=live|archive-url=https://web.archive.org/web/20191230072945/https://www.nytimes.com/2019/03/17/business/media/apple-content-hollywood.html|archive-date=December 30, 2019|access-date=March 26, 2019|work=The New York Times}} On September 10, 2019, Apple announced that Apple TV+ would have eight original series (seven scripted and one unscripted) and one original documentary available at launch, with plans to launch new original content every month thereafter. Most series were expected to launch with three episodes, with a new episode released weekly thereafter, although Apple said that not all series would follow that model and that some series might instead launch all at once.{{cite web|last1=Alexander|first1=Julia|date=September 10, 2019|title=Apple TV Plus launches on November 1st for $4.99|url=https://www.theverge.com/2019/9/10/20850842/apple-tv-plus-release-date-price-shows-oprah-streaming|url-status=live|archive-url=https://web.archive.org/web/20190910190515/https://www.theverge.com/2019/9/10/20850842/apple-tv-plus-release-date-price-shows-oprah-streaming|archive-date=September 10, 2019|access-date=September 10, 2019|website=The Verge|language=en}}

Early critical reaction to the bulk of the service's programming was mixed to poor, but commentators predicted that Apple would have time to grow into its new role as a content provider and to produce well-regarded content, especially as the free year of the service provided with many Apple product purchases enticed users to continue watching, and for some to eventually pay for a subscription, as new series are released.{{cite news|last=Alexander|first=Julia|date=October 31, 2019|title=Do Apple TV Plus shows have to be good to succeed?|website=The Verge|url=https://www.theverge.com/2019/10/31/20936686/apple-tv-plus-morning-show-see-mankind-dickinson-price-netflix-disney-streaming|url-status=live|access-date=November 1, 2019|archive-url=https://web.archive.org/web/20191101011844/https://www.theverge.com/2019/10/31/20936686/apple-tv-plus-morning-show-see-mankind-dickinson-price-netflix-disney-streaming|archive-date=November 1, 2019}}{{cite news|last=Bundel|first=Ani|date=November 1, 2019|title=Apple TV Plus joins Disney+ in the streaming wars with mediocre shows and lots to prove|website=NBCNews.com|url=https://www.nbcnews.com/think/opinion/apple-tv-plus-joins-disney-streaming-wars-mediocre-shows-lots-ncna1074946|url-status=live|access-date=November 1, 2019|archive-url=https://web.archive.org/web/20191102050315/https://www.nbcnews.com/think/opinion/apple-tv-plus-joins-disney-streaming-wars-mediocre-shows-lots-ncna1074946|archive-date=November 2, 2019}}

On March 13, 2020, Apple suspended all active filming on Apple TV+ shows due to the COVID-19 pandemic, and all production on series was postponed for an indeterminate period.{{Cite web|last=Clover|first=Juli|date=March 13, 2020|title=Apple Suspends All Active Filming on Apple TV+ Shows|url=https://www.macrumors.com/2020/03/13/apple-tv-plus-filming-suspended/|url-status=live|archive-url=https://web.archive.org/web/20200317062058/https://www.macrumors.com/2020/03/13/apple-tv-plus-filming-suspended/|archive-date=March 17, 2020|access-date=November 12, 2020|website=MacRumors}}

Apple's decision in mid-2020 to license large swaths of existing older content for the Apple TV+ service was viewed, in part, as buying time for its original content production during the pandemic by keeping users engaged and in a habit of visiting the service regularly, so that a viewer base would be in place by the time new Apple original content was released.

In addition, Apple TV+ endeavored to gain new high-profile content, taking advantage of the pandemic's disruption of theatrical film releases. Among these acquisitions were the 2020 feature film Greyhound starring Tom Hanks, which was purchased from Sony Pictures for $70 million.{{cite web|last=Fleming|first=Mike Jr. |date=May 19, 2020|title=Tom Hanks WWII Film 'Greyhound' Alters Course In Apple Deal: Film Will Premiere On Apple TV +|url=https://deadline.com/2020/05/tom-hanks-greyhound-apple-tv-wwii-action-film-apple-wins-auction-1202938467/|url-status=live|archive-url=https://web.archive.org/web/20200519200352/https://deadline.com/2020/05/tom-hanks-greyhound-apple-tv-wwii-action-film-apple-wins-auction-1202938467/|archive-date=May 19, 2020|access-date=May 19, 2020|website=Deadline Hollywood}} In July 2020, the service won a heated bidding war for Emancipation, a slavery-based action-thriller starring Will Smith and directed by Antoine Fuqua.{{cite web|last=Fleming|first=Mike Jr. |date=July 1, 2020|title=Apple Wins 'Emancipation'; Will Smith's Westbrook Relationship With Toppers Zack Van Amburg & Jamie Erlicht At Sony Helped Seal Festival Record Pre-Buy|url=https://deadline.com/2020/07/apple-emancipation-will-smith-antoine-fuqua-record-festival-deal-runaway-slave-peter-scourged-back-photo-william-n-collage-script-1202971626/|url-status=live|archive-url=https://web.archive.org/web/20200701142448/https://deadline.com/2020/07/apple-emancipation-will-smith-antoine-fuqua-record-festival-deal-runaway-slave-peter-scourged-back-photo-william-n-collage-script-1202971626/|archive-date=July 1, 2020|access-date=July 1, 2020|website=Deadline Hollywood}} Apple paid a record $105 million for the rights. Apple also reportedly considered a $350 to $400 million offer for the rights to stream the James Bond film No Time to Die, which was far short of the $650 to $800 million studio Metro-Goldwyn-Mayer (owned by Amazon, which is one of the Big Tech companies alongside Apple) was willing to accept.{{cite web|last1=Kit|first1=Borys|last2=Siegel|first2=Tatiana|date=October 27, 2020|title=Behind MGM's Apple Overture: How Much Is a Bond Movie Worth?|url=https://www.hollywoodreporter.com/heat-vision/behind-mgms-apple-overture-how-much-is-a-bond-movie-worth|url-status=live|archive-url=https://web.archive.org/web/20201027195740/https://www.hollywoodreporter.com/heat-vision/behind-mgms-apple-overture-how-much-is-a-bond-movie-worth|archive-date=October 27, 2020|access-date=October 27, 2020|website=The Hollywood Reporter}}

In October 2017, following reports of sexual abuse allegations against producer Harvey Weinstein, Apple announced that it was severing ties with The Weinstein Company (TWC) and cancelling a planned biopic series about Elvis Presley.{{cite web|url=https://deadline.com/2017/10/elvis-tv-series-terminated-harvey-weinstein-scandal-apple-1202185031/|title=Apple Kills Deal For TWC Elvis Series In Wake Of Harvey Weinstein Scandal|last1=Andreeva|first1=Nellie|date=October 9, 2017|website=Deadline Hollywood|access-date=November 30, 2017|archive-date=December 1, 2017|archive-url=https://web.archive.org/web/20171201010650/http://deadline.com/2017/10/elvis-tv-series-terminated-harvey-weinstein-scandal-apple-1202185031/|url-status=live}}

In April 2018, Apple signed Kerry Ehrin to a multi-year deal to produce original content.{{cite web|url=https://deadline.com/2018/04/kerry-ehrin-overall-deal-apple-replaces-jay-carlson-as-showrunner-of-reese-witherspoon-jennifer-aniston-series-1202358023/|title=Kerry Ehrin Inks Overall Deal With Apple, Replaces Jay Carson As Showrunner Of Reese Witherspoon-Jennifer Aniston Series|last1=Andreeva|first1=Nellie|date=April 4, 2018|website=Deadline Hollywood|access-date=June 15, 2018|archive-date=June 16, 2018|archive-url=https://web.archive.org/web/20180616001858/https://deadline.com/2018/04/kerry-ehrin-overall-deal-apple-replaces-jay-carlson-as-showrunner-of-reese-witherspoon-jennifer-aniston-series-1202358023/|url-status=live}} Ehrin and Apple renewed the deal in May 2020.{{Cite web|last1=Andreeva|first1=Nellie|last2=Petski|first2=Denise|date=May 4, 2020|title='The Morning Show' Showrunner Kerry Ehrin Re-Ups Overall Deal With Apple|url=https://deadline.com/2020/05/the-morning-showshowrunner-kerry-ehrin-overall-deal-apple-1202925111/|access-date=April 12, 2021|website=Deadline Hollywood|language=en-US|archive-date=April 13, 2021|archive-url=https://web.archive.org/web/20210413053942/https://deadline.com/2020/05/the-morning-showshowrunner-kerry-ehrin-overall-deal-apple-1202925111/|url-status=live}}

In June 2018, Apple signed the Writers Guild of America's minimum basic agreement and Oprah Winfrey to a multi-year content partnership.{{cite web|last1=Robb|first1=David|title=Apple Signs WGA Contract As It Ramps Up Scripted Shows|url=https://deadline.com/2018/06/apple-signs-wga-contract-as-it-ramps-up-scripted-shows-1202405862/|website=Deadline Hollywood|access-date=June 15, 2018|date=June 7, 2018|archive-date=April 4, 2019|archive-url=https://web.archive.org/web/20190404084151/https://deadline.com/2018/06/apple-signs-wga-contract-as-it-ramps-up-scripted-shows-1202405862/|url-status=live}}{{cite web|last=Andreeva|first=Nellie|title=Oprah Winfrey Enters Content Partnership With Apple For Original Programming|url=https://deadline.com/2018/06/oprah-winfrey-content-partnership-apple-for-original-programming-1202411370/|website=Deadline Hollywood|access-date=June 15, 2018|date=June 15, 2018|archive-date=April 4, 2019|archive-url=https://web.archive.org/web/20190404084147/https://deadline.com/2018/06/oprah-winfrey-content-partnership-apple-for-original-programming-1202411370/|url-status=live}} The same month, Apple announced that it had given a multi-series order to Sesame Workshop to produce various live-action and animated series as well as a single puppet-based series.{{cite web|last1=Petski|first1=Denise|first2=Nellie|last2=Andreeva|title=Apple Teams With Sesame Workshop On Children's Programming Slate|url=https://deadline.com/2018/06/apple-sesame-workshop-childrens-programming-slate-live-action-animated-series-1202414268/|website=Deadline Hollywood|access-date=June 20, 2018|date=June 20, 2018|archive-date=April 4, 2019|archive-url=https://web.archive.org/web/20190404084142/https://deadline.com/2018/06/apple-sesame-workshop-childrens-programming-slate-live-action-animated-series-1202414268/|url-status=live}}

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 using cocaine, instances of gun violence, and an explicit orgy scene. Reports further indicated that Apple CEO Tim Cook was taking a hands-on approach to the company's Worldwide Video Unit, with programming decisions reportedly being aligned to Cook's personal taste, with a preference for family-friendly shows. Various programs in different stages of production apparently had their content altered, including the toning down of The Morning Show 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".{{cite web|last1=Mickle|first1=Tripp|last2=Flint|first2=Joe|title=No Sex Please, We're Apple: iPhone Giant Seeks TV Success on Its Own Terms|url=https://www.wsj.com/articles/no-sex-please-were-apple-iphone-giant-seeks-tv-success-on-its-own-terms-1537588880|website=The Wall Street Journal|access-date=September 24, 2018|date=September 22, 2018|archive-date=September 23, 2018|archive-url=https://web.archive.org/web/20180923225050/https://www.wsj.com/articles/no-sex-please-were-apple-iphone-giant-seeks-tv-success-on-its-own-terms-1537588880|url-status=live}}{{cite web|last=Haring|first=Bruce|title=Apple Taking Conservative Approach, Rejects Dr. Dre Streaming Series As Too Violent – Report|url=https://deadline.com/2018/09/apple-taking-conservative-approach-rejects-dr-dre-streaming-series-as-too-violent-report-1202469777/|website=Deadline Hollywood|access-date=September 24, 2018|date=September 24, 2018|archive-date=September 24, 2018|archive-url=https://web.archive.org/web/20180924011924/https://deadline.com/2018/09/apple-taking-conservative-approach-rejects-dr-dre-streaming-series-as-too-violent-report-1202469777/|url-status=live}}{{cite magazine|last=Hibberd|first=James|title=Dr. Dre TV series reportedly dumped by Apple due to orgy scene, drug use|url=https://ew.com/tv/2018/09/24/dr-dre-tv-series-apple/|magazine=Entertainment Weekly|access-date=September 24, 2018|date=September 24, 2018|archive-date=September 24, 2018|archive-url=https://web.archive.org/web/20180924191907/https://ew.com/tv/2018/09/24/dr-dre-tv-series-apple/|url-status=live}} Cummings's series was ultimately put into development by Amazon Prime Video in October 2018.{{cite web|last1=Andreeva|first1=Nellie|title=#MeToo-Themed College Comedy Series From Whitney Cummings & Lee Daniels In Works At Amazon|url=https://deadline.com/2018/10/metoo-themed-college-comedy-series-from-whitney-cummings-lee-daniels-in-works-at-amazon-1202474209/|website=Deadline Hollywood|access-date=October 2, 2018|date=October 2, 2018|archive-date=October 2, 2018|archive-url=https://web.archive.org/web/20181002222933/https://deadline.com/2018/10/metoo-themed-college-comedy-series-from-whitney-cummings-lee-daniels-in-works-at-amazon-1202474209/|url-status=live}}

In November 2018, Apple entered into a multi-year agreement with entertainment company A24 to produce a slate of original films in partnership with its Worldwide Video Unit.{{cite web|url=https://deadline.com/2018/11/apple-original-movies-a24-slate-deal-1202502828/|title=Apple Inks Deal With A24 For Multiple Films As Part Of Push Into Movies|last1=Hipes|first1=Patrick|last2=Andreeva|first2=Nellie|date=November 15, 2018|website=Deadline Hollywood|access-date=November 16, 2018|archive-date=April 4, 2019|archive-url=https://web.archive.org/web/20190404084142/https://deadline.com/2018/11/apple-original-movies-a24-slate-deal-1202502828/|url-status=live}} The same month, Apple signed a deal with DHX Media (now WildBrain) and its subsidiary Peanuts Worldwide to develop and produce original programs, including new series, specials, and shorts based on the Peanuts characters. One of the first productions created through the deal was an original short-form, STEM-related series featuring astronaut Snoopy.{{cite web|last=Andreeva|first=Nellie|title=Apple Makes 'Peanuts' Deal; DHX Media To Produce New Series, Specials & Shorts With Classic Characters For Streamer|url=https://deadline.com/2018/12/apple-makes-peanuts-deal-dhx-media-to-produce-new-series-specials-shorts-with-classic-characters-for-streamer-1202520215/|website=Deadline Hollywood|access-date=December 14, 2018|date=December 14, 2018|archive-date=December 14, 2018|archive-url=https://web.archive.org/web/20181214221037/https://deadline.com/2018/12/apple-makes-peanuts-deal-dhx-media-to-produce-new-series-specials-shorts-with-classic-characters-for-streamer-1202520215/|url-status=live}} 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.{{cite web|last=Petski|first=Denise|title=Justin Lin Inks Overall TV Deal With Apple|url=https://deadline.com/2018/12/justin-lin-overall-deal-apple-1202521419/|website=Deadline Hollywood|access-date=December 17, 2018|date=December 17, 2018|archive-date=December 17, 2018|archive-url=https://web.archive.org/web/20181217222632/https://deadline.com/2018/12/justin-lin-overall-deal-apple-1202521419/|url-status=live}}

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.{{cite web|last=Andreeva|first=Nellie|title=Jason Katims Inks Overall Deal With Apple|url=https://deadline.com/2019/01/jason-katims-overall-deal-apple-1202535936/|website=Deadline Hollywood|access-date=January 16, 2019|date=January 16, 2019|archive-date=January 16, 2019|archive-url=https://web.archive.org/web/20190116235116/https://deadline.com/2019/01/jason-katims-overall-deal-apple-1202535936/|url-status=live}} The same month, Apple signed a first-look deal with Imagine Documentaries to develop nonfiction features and series.{{cite web|last1=Littleton|first1=Cynthia|title=Imagine's Documentary Arm Sets First-Look Pact With Apple (EXCLUSIVE)|url=https://variety.com/2019/tv/news/imagine-apple-documentary-first-look-pact-1203112356/|website=Variety|access-date=January 18, 2019|date=January 18, 2019|archive-date=January 19, 2019|archive-url=https://web.archive.org/web/20190119020743/https://variety.com/2019/tv/news/imagine-apple-documentary-first-look-pact-1203112356/|url-status=live}} In February 2019, Harpo Productions hired Terry Wood as an executive vice president to oversee Harpo's production of original programming for Apple as part of the multi-year agreement between Winfrey and Apple.{{Cite web|url=https://www.hollywoodreporter.com/news/terry-wood-joins-oprah-winfrey-s-harpo-lead-apple-partnership-1183850|title=Oprah Winfrey Finds New Harpo Exec to Lead Apple Push|website=The Hollywood Reporter|date=February 7, 2019|access-date=February 13, 2019|archive-date=February 8, 2019|archive-url=https://web.archive.org/web/20190208055553/https://www.hollywoodreporter.com/news/terry-wood-joins-oprah-winfrey-s-harpo-lead-apple-partnership-1183850|url-status=live}} In March 2019, it was reported that five television series commissioned by Apple had finished filming and six series would finish in the next few months.{{Cite news|url=https://www.nytimes.com/2019/03/17/business/media/apple-content-hollywood.html|title=Apple's Big Spending Plan to Challenge Netflix Takes Shape|last=Koblin|first=John|date=March 17, 2019|work=The New York Times|access-date=March 23, 2019|issn=0362-4331|archive-date=December 30, 2019|archive-url=https://web.archive.org/web/20191230072945/https://www.nytimes.com/2019/03/17/business/media/apple-content-hollywood.html|url-status=live}}

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.{{Cite web|url=https://www.instagram.com/p/BwEiIvzhD0J/|title=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…"|website=Instagram|access-date=April 10, 2019|archive-date=May 16, 2019|archive-url=https://web.archive.org/web/20190516003937/https://www.instagram.com/p/BwEiIvzhD0J/|url-status=live}}

In October 2019, Apple signed Monica Beletsky to a multi-year deal.{{Cite web|title=Showrunner Annie Weisman Inks Overall Deal With Apple|url=https://deadline.com/2020/05/annie-weisman-overall-deal-apple-1202923333/|last=Andreeva|first=Nellie|date=2020-05-01|website=Deadline Hollywood|language=en|access-date=2020-05-04|archive-date=May 1, 2020|archive-url=https://web.archive.org/web/20200501184201/https://deadline.com/2020/05/annie-weisman-overall-deal-apple-1202923333/|url-status=live}}

In January 2020, Apple signed a five-year production deal with Richard Plepler, the former CEO and chairman of HBO. Under the production deal, Plepler's production company, Eden Productions, will create television series, documentaries and feature films exclusively for Apple TV+.{{Cite news|url=https://www.nytimes.com/2020/01/02/business/media/richard-plepler-apple.html|title=Apple Deal Returns Former HBO Boss Richard Plepler to Spotlight|last=Koblin|first=John|date=January 2, 2020|work=The New York Times|access-date=January 10, 2020|language=en-US|issn=0362-4331|archive-date=January 10, 2020|archive-url=https://web.archive.org/web/20200110071330/https://www.nytimes.com/2020/01/02/business/media/richard-plepler-apple.html|url-status=live}} Also in January 2020, Apple signed a multi-year deal with Lee Eisenberg, ahead of the premiere of his series Little America, and another multi-year deal with Julia Louis-Dreyfus. Louis-Dreyfus is set to develop new projects as both executive producer and star.{{Cite web|url=https://variety.com/2020/tv/news/little-america-lee-eisenberg-apple-overall-deal-1203466754/|title='Little America' Co-Creator Lee Eisenberg Sets Apple Overall Deal|last=Otterson|first=Joe|date=January 14, 2020|website=Variety|language=en|access-date=January 14, 2020|archive-date=January 14, 2020|archive-url=https://web.archive.org/web/20200114212404/https://variety.com/2020/tv/news/little-america-lee-eisenberg-apple-overall-deal-1203466754/|url-status=live}}{{Cite web|url=https://deadline.com/2020/01/julia-louis-dreyfus-overall-deal-apple-1202833705/|title=Julia Louis-Dreyfus Inks Overall Deal With Apple|first1=Denise|last1=Petski|first2=Nellie|last2=Andreeva|date=January 17, 2020|website=Deadline Hollywood|language=en|access-date=January 18, 2020|archive-date=January 17, 2020|archive-url=https://web.archive.org/web/20200117201207/https://deadline.com/2020/01/julia-louis-dreyfus-overall-deal-apple-1202833705/|url-status=live}}

In May 2020, Apple signed a two-year production deal with Annie Weisman, the creator of Almost Family. As part of her deal with Apple, Weisman will create television projects exclusively for Apple TV+.

In July 2020, Apple signed a multi-year deal with The Maurice Sendak Foundation to produce new children's television series and specials based on Maurice Sendak's books and illustrations.{{Cite web|title=Apple inks overall deal with The Maurice Sendak Foundation|url=https://apple-tv-plus-press.apple.com/en-US/news/2020/07/apple-inks-overall-deal-with-the-maurice-sendak-foundation/|access-date=2020-07-24|website=Apple|language=en-US|archive-date=July 7, 2020|archive-url=https://web.archive.org/web/20200707193114/https://apple-tv-plus-press.apple.com/en-US/news/2020/07/apple-inks-overall-deal-with-the-maurice-sendak-foundation/|url-status=live}}

In August 2020, Apple signed a multi-year first-look deal with Leonardo DiCaprio's film and television production company, Appian Way Productions.{{Cite web|last=Andreeva|first=Nellie|date=2020-08-03|title=Leonardo DiCaprio's Appian Way Inks First-Look Deal With Apple|url=https://deadline.com/2020/08/leonardo-dicaprio-appian-way-first-look-film-tv-deal-apple-1203002616/|access-date=2020-08-03|website=Deadline|language=en|archive-date=August 3, 2020|archive-url=https://web.archive.org/web/20200803233224/https://deadline.com/2020/08/leonardo-dicaprio-appian-way-first-look-film-tv-deal-apple-1203002616/|url-status=live}} Also in August 2020, Apple signed a multi-year first-look deal with Martin Scorsese's film and television production company, Sikelia Productions.{{Cite web|first1=Justin|last1=Kroll|first2=Mike Jr. |last2=Fleming|date=2020-08-11|title=Martin Scorsese Makes Apple First-Look Film & Television Deal For His Sikelia Productions Banner|url=https://deadline.com/2020/08/martin-scorsese-apple-first-look-deal-sikelia-productions-killers-of-the-flower-moon-1203010010/|access-date=2020-08-11|website=Deadline|language=en|archive-date=August 12, 2020|archive-url=https://web.archive.org/web/20200812135847/https://deadline.com/2020/08/martin-scorsese-apple-first-look-deal-sikelia-productions-killers-of-the-flower-moon-1203010010/|url-status=live}}

In September 2020, Apple officially acquired the film Cherry, directed by Anthony and Joe Russo and starring Tom Holland, for around $40 million. It was released in theaters on February 26, 2021, before streaming exclusively on Apple TV+ on March 12.{{Cite web|last=Fleming|first=Mike Jr.|date=2020-09-25|title=Apple Makes Big Deal For Joe & Anthony Russo-Directed 'Cherry;' Tom Holland & Ciara Bravo Drama Becomes Oscar Season Entry|url=https://deadline.com/2020/09/cherry-tom-holland-apple-joe-russo-anthony-russo-major-film-deal-nico-walker-novel-cherry-ciara-bravo-oscar-season-1234585213/|access-date=2020-11-29|website=Deadline|language=en-US|archive-date=September 29, 2020|archive-url=https://web.archive.org/web/20200929171743/https://deadline.com/2020/09/cherry-tom-holland-apple-joe-russo-anthony-russo-major-film-deal-nico-walker-novel-cherry-ciara-bravo-oscar-season-1234585213/|url-status=live}}{{Cite magazine|last=Breznican|first=Anthony|title=Tom Holland in the Wild and Woeful 'Cherry': Exclusive First Look|url=https://www.vanityfair.com/hollywood/2020/11/first-look-tom-holland-russo-brothers-cherry|access-date=2020-11-29|magazine=Vanity Fair|date=November 24, 2020|language=en-us|archive-date=November 24, 2020|archive-url=https://web.archive.org/web/20201124175551/https://www.vanityfair.com/hollywood/2020/11/first-look-tom-holland-russo-brothers-cherry|url-status=live}}

In October 2020, Apple announced it had struck a deal with comedian and former anchor of Comedy Central's The Daily Show, Jon Stewart, to host a regular, hour-long series on topics of national interest, The Problem with Jon Stewart, premiered in the fall of 2021.{{cite news |url=https://www.cnn.com/2020/10/27/media/jon-stewart-apple-tv/index.html |title=Jon Stewart returns to TV with new current affairs show for Apple TV+ |last=Pallotta |first=Frank |website=CNN.com |date=October 27, 2020 |access-date=October 27, 2020 |archive-date=October 27, 2020 |archive-url=https://web.archive.org/web/20201027210859/https://www.cnn.com/2020/10/27/media/jon-stewart-apple-tv/index.html |url-status=live }}{{cite web|url=https://www.vulture.com/2021/04/jon-stewarts-apple-tv-show-announces-name.html|title=Jon Stewart's Apple TV+ Show Announces Name|author=Ann Victoria Clark|website=Vulture|date=April 7, 2021|access-date=April 8, 2021|archive-date=April 7, 2021|archive-url=https://web.archive.org/web/20210407221913/https://www.vulture.com/2021/04/jon-stewarts-apple-tv-show-announces-name.html|url-status=live}}{{Cite web |last=Santer |first=Kristin |date=August 30, 2021 |title='The Problem With Jon Stewart' Trailer Reveals the Suit's Return and a Release Date on Apple TV+ |url=https://collider.com/the-problem-with-jon-stewart-release-date-trailer-apple-tv-plus/ |access-date=August 30, 2021 |website=Collider |language=en-US}}

In November 2020, Steven Lightfoot signed a multi-year overall production deal with Apple, starting off as showrunner of the upcoming drama Shantaram.{{Cite web|last=Goldberg|first=Lesley|date=November 20, 2020|title=Steven Lightfoot Joins Apple's 'Shantaram' as Showrunner (Exclusive)|url=https://www.hollywoodreporter.com/live-feed/steven-lightfoot-joins-apples-shantaram-as-showrunner-exclusive|url-status=live|access-date=March 24, 2021|website=The Hollywood Reporter|language=en|archive-url=https://web.archive.org/web/20201121003956/https://www.hollywoodreporter.com/live-feed/steven-lightfoot-joins-apples-shantaram-as-showrunner-exclusive |archive-date=November 21, 2020 }}

In January 2021, Apple TV+ announced a new show, WeCrashed, that follows the launch, rise, and fall of WeWork. Jared Leto and Anne Hathaway played Adam and Rebekah Neumann.{{cite news |last=Gilblom |first=Kelly |url=https://fortune.com/2021/01/29/apple-tv-series-wecrashed-about-wework/ |title=Apple greenlights TV series 'WeCrashed' about WeWork's rise and fall |work=Fortune |date=2021-01-29 |access-date=2021-02-01 |archive-date=January 30, 2021 |archive-url=https://web.archive.org/web/20210130004848/https://fortune.com/2021/01/29/apple-tv-series-wecrashed-about-wework/ |url-status=live }} In addition, Apple bought the Sundance Film Festival hit CODA, about a girl who is the only person in her family who can hear, paying a festival-record $25 million for the film's worldwide rights.{{Cite web|last=Fleming|first=Mike Jr.|date=January 30, 2021|title=Apple Lands 'CODA' For $25M Record Setting WW Deal; First Major Virtual 2021 Sundance Film Festival Sale|url=https://deadline.com/2021/01/coda-apple-record-deal-2021-sundance-film-festival-north-of-twenty-five-million-dollars-1234683970/|url-status=live|access-date=February 17, 2021|website=Deadline Hollywood|language=en-US|archive-url=https://web.archive.org/web/20210130191116/https://deadline.com/2021/01/coda-apple-record-deal-2021-sundance-film-festival-north-of-twenty-five-million-dollars-1234683970/ |archive-date=January 30, 2021 }}

In February 2021, it was reported that Apple and Skydance Animation entered into a multi-year partnership to develop animated kids and family films and television programs.{{Cite web|last=D'Alessandro|first=Anthony|date=February 17, 2021|title=Apple & Skydance Animation Set Multi-Year Feature Film & TV Deal|url=https://deadline.com/2021/02/apple-skydance-animation-set-multi-year-feature-tv-deal-1234695506/|url-status=live|access-date=February 17, 2021|website=Deadline Hollywood|language=en-US|archive-url=https://web.archive.org/web/20210217190133/https://deadline.com/2021/02/apple-skydance-animation-set-multi-year-feature-tv-deal-1234695506/ |archive-date=February 17, 2021 }} A few months earlier, Apple acquired the global distribution rights to Skydance's films Luck, released in August 2022, and Spellbound,{{Cite web|last1=Donnelly|first1=Matt|last2=Lang|first2=Brent|date=December 16, 2020|title=Skydance Animation in Talks to Move 'Luck,' 'Spellbound' to Apple (EXCLUSIVE)|url=https://variety.com/2020/film/news/skydance-animation-john-lasseter-spellbound-luck-apple-paramount-1234864372/|url-status=live|access-date=February 17, 2021|website=Variety|language=en-US|archive-url=https://web.archive.org/web/20201216214029/https://variety.com/2020/film/news/skydance-animation-john-lasseter-spellbound-luck-apple-paramount-1234864372/ |archive-date=December 16, 2020}} however the partnership between Skydance Animation and Apple was later canceled in October 2023, with Netflix acquiring the distribution rights to Spellbound as part of a newly formed multi-year partnership between Netflix and the studio.{{cite web |last=Fleming |first=Mike Jr. |date=October 18, 2023 |url=https://deadline.com/2023/10/apple-skydance-animation-part-ways-take-spellbound-companies-remain-robust-partners-in-live-action-film-tv-1235577138/ |title=Apple & Skydance Animation Part Ways With Latter Taking 'Spellbound'; Companies Remain Robust Partners In Live Action Film, TV |access-date=October 27, 2024 |work=Deadline Hollywood |publisher=Penske Media Corporation}}{{cite web |last=Fleming |first=Mike Jr. |date=October 18, 2023 |url=https://deadline.com/2023/10/netflix-pacts-skydance-animation-in-multi-year-deal-alan-menken-musical-spellbound-rachel-zegler-nicole-kidman-javier-bardem-star-1235577207/ |title=Netflix Sets Skydance Animation In Multi-Year Deal, First Up Is Alan Menken Musical 'Spellbound;' Rachel Zegler, Nicole Kidman, Javier Bardem Star |access-date=October 27, 2024 |work=Deadline Hollywood |publisher=Penske Media Corporation}}

In March 2021, Apple announced a multi-year programming partnership with Nobel Peace Prize winner Malala Yousafzai.{{Cite web|last=Del Rosario|first=Alexandra|date=March 8, 2021|title=Malala Yousafzai Inks Programming Deal With Apple TV+|url=https://deadline.com/2021/03/malala-yousafzai-apple-tv-programming-deal-1234708499/|url-status=live|access-date=March 8, 2021|website=Deadline Hollywood|language=en-US|archive-url=https://web.archive.org/web/20210308173604/https://deadline.com/2021/03/malala-yousafzai-apple-tv-programming-deal-1234708499/ |archive-date=March 8, 2021 }} Apple also signed a multi-year, first-look deal with Imagine Entertainment's film division, in addition to extending its first-look deal with Imagine Documentaries.{{Cite web|last=Moreau|first=Jordan|date=March 11, 2021|title=Ron Howard and Brian Grazer's Imagine Entertainment Signs First-Look Deal With Apple Studios|url=https://variety.com/2021/film/news/ron-howard-brian-grazer-imagine-entertainment-apple-first-look-1234928409/|url-status=live|access-date=March 11, 2021|website=Variety|language=en-US|archive-url=https://web.archive.org/web/20210311183126/https://variety.com/2021/film/news/ron-howard-brian-grazer-imagine-entertainment-apple-first-look-1234928409/ |archive-date=March 11, 2021 }} Additionally, Natalie Portman and production partner Sophie Mas signed a multi-year first-look deal with Apple for television projects developed and produced under their new production company MountainA.{{Cite web|last=Kroll|first=Justin|date=March 17, 2021|title=Natalie Portman And Producing Partner Sophie Mas Sign Apple First-Look TV Deal|url=https://deadline.com/2021/03/natalie-portman-sophie-mas-apple-1234716126/|url-status=live|access-date=March 17, 2021|website=Deadline Hollywood|language=en-US|archive-url=https://web.archive.org/web/20210317190256/https://deadline.com/2021/03/natalie-portman-sophie-mas-apple-1234716126/ |archive-date=March 17, 2021 }} March also brought an overall multi-year first-look deal with Tracy Oliver, reportedly worth well into the "eight-figure range".{{Cite web|last=White|first=Peter|date=March 25, 2021|title=Tracy Oliver Lands Eight-Figure Overall Deal With Apple|url=https://deadline.com/2021/03/tracy-oliver-lands-eight-figure-overall-deal-apple-1234721996/|url-status=live|access-date=March 25, 2021|website=Deadline Hollywood|language=en-US|archive-url=https://web.archive.org/web/20210325200159/https://deadline.com/2021/03/tracy-oliver-lands-eight-figure-overall-deal-apple-1234721996/ |archive-date=March 25, 2021 }}

In June 2021, Sian Heder, the director of the Apple-acquired Sundance hit CODA, signed a multi-year overall deal to exclusively write and develop series for Apple, in addition to signing a first-look deal for any films written by Heder.{{Cite web|last=Zorrilla|first=Mónica Marie|date=June 9, 2021|title='Little America' Director Siân Heder Inks Multi-Year Overall Deal With Apple|url=https://variety.com/2021/tv/news/sian-heder-apple-little-america-1234992523/|access-date=June 9, 2021|website=Variety|language=en-US|archive-date=June 9, 2021|archive-url=https://web.archive.org/web/20210609183851/https://variety.com/2021/tv/news/sian-heder-apple-little-america-1234992523/|url-status=live}}

In July 2021, Misha Green, the creator and showrunner of Lovecraft Country, signed a multi-year overall deal with Apple to exclusively create and develop new television series for Apple TV+.{{Cite web|last=Goldberg|first=Lesley|date=July 9, 2021|title='Lovecraft Country' Creator Misha Green Inks Apple Overall Deal|url=https://www.hollywoodreporter.com/tv/tv-news/lovecraft-country-misha-green-apple-overall-deal-1234980006/|access-date=July 9, 2021|website=The Hollywood Reporter|language=en-US|archive-date=July 9, 2021|archive-url=https://web.archive.org/web/20210709173110/https://www.hollywoodreporter.com/tv/tv-news/lovecraft-country-misha-green-apple-overall-deal-1234980006/|url-status=live}} In July, Apple also signed a first-look deal with Alexander Rodnyansky's production company, AR Content, for future Russian-language and multilingual television series.{{Cite web|last1=Barraclough|first1=Leo|last2=Vourlias|first2=Christopher|date=July 12, 2021|title=Apple Inks First-Look Deal With Oscar-Nominated Producer Alexander Rodnyansky's AR Content (EXCLUSIVE)|url=https://variety.com/2021/streaming/global/apple-first-look-alexander-rodnyansky-1235017386/|access-date=July 13, 2021|website=Variety|language=en-US|archive-date=July 13, 2021|archive-url=https://web.archive.org/web/20210713000133/https://variety.com/2021/streaming/global/apple-first-look-alexander-rodnyansky-1235017386/|url-status=live}} Additionally, Apple signed a multi-year, first-look deal with Adam McKay's production company, Hyperobject Industries, for upcoming scripted feature films.{{Cite web|last=Fleming|first=Mike Jr.|date=July 15, 2021|title=Apple Sets Adam McKay's Hyperobject Industries In Multi-Year First Look Movie Deal|url=https://deadline.com/2021/07/adam-mckay-apple-hyperobject-industries-multi-year-first-look-movie-deal-1234793647/|access-date=July 20, 2021|website=Deadline Hollywood|language=en-US|archive-date=July 20, 2021|archive-url=https://web.archive.org/web/20210720105546/https://deadline.com/2021/07/adam-mckay-apple-hyperobject-industries-multi-year-first-look-movie-deal-1234793647/|url-status=live}}

In October 2021, Sam Catlin signed an overall deal with Apple to develop scripted TV series for Apple TV+ under his Short Drive Entertainment.{{Cite web|last=Porter|first=Rick|date=October 5, 2021|title='Preacher' EP Sam Catlin Inks Overall Deal at Apple|url=https://www.hollywoodreporter.com/tv/tv-news/apple-preacher-sam-catlin-overall-deal-1235025737/|url-status=live|access-date=October 5, 2021|website=The Hollywood Reporter|language=en-US|archive-url=https://web.archive.org/web/20211005182810/https://www.hollywoodreporter.com/tv/tv-news/apple-preacher-sam-catlin-overall-deal-1235025737/ |archive-date=October 5, 2021 }}

In November 2021, John Skipper and Dan Le Batard, under their content company Meadowlark Media, signed a multi-year first-look deal with Apple to produce documentary films and unscripted series for Apple TV+.{{Cite web|last=Petski|first=Denise|date=November 1, 2021|title=John Skipper & Dan Le Batard's Meadowlark Media Inks First-Look Deal With Apple TV+|url=https://deadline.com/2021/11/john-skipper-dan-le-batards-meadowlark-media-inks-first-look-deal-with-apple-tv-1234865867/|url-status=live|access-date=November 2, 2021|website=Deadline Hollywood|language=en-US|archive-url=https://web.archive.org/web/20211101201907/https://deadline.com/2021/11/john-skipper-dan-le-batards-meadowlark-media-inks-first-look-deal-with-apple-tv-1234865867/ |archive-date=November 1, 2021 }} Meadowlark Media hired Deirdre Fenton as an executive director of unscripted programming to lead the relationship with Apple.{{Cite web|last=Otterson|first=Joe|date=November 2, 2021|title=John Skipper, Dan Le Batard's Meadowlark Media Hires Deirdre Fenton as Head of Unscripted (EXCLUSIVE)|url=https://variety.com/2021/tv/news/john-skipper-dan-le-batard-meadowlark-media-deirdre-fenton-1235102851/|url-status=live|access-date=November 2, 2021|website=Variety|language=en-US|archive-url=https://web.archive.org/web/20211102172100/https://variety.com/2021/tv/news/john-skipper-dan-le-batard-meadowlark-media-deirdre-fenton-1235102851/ |archive-date=November 2, 2021 }}

In January 2022, Apple ordered to series a television continuation of the MonsterVerse produced by Legendary Entertainment. The series will see Godzilla and other various creatures appear.{{cite web|last1=Kroll|first1=Justin|date=January 20, 2022|title=Apple TV+ Preps Godzilla & Titans Series Based On Legendary's Monsterverse|url=https://deadline.com/2022/01/apple-tv-godzilla-legendary-monsterverse-1234916545/|access-date=20 January 2022|website=Deadline Hollywood|archive-date=January 20, 2022|archive-url=https://web.archive.org/web/20220120233013/https://deadline.com/2022/01/apple-tv-godzilla-legendary-monsterverse-1234916545/|url-status=live}} The same month, producer Kevin J. Walsh signed a multi-year deal to produce film and television for the streamer.{{cite web |last1=Fleming |first1=Mike Jr. |title=Kevin Walsh Moves From Scott Free Prexy To Multi-Year Apple TV+ Producing Deal |url=https://deadline.com/2022/01/kevin-walsh-moves-scott-free-president-to-apple-production-deal-1234912124/ |website=Deadline Hollywood |access-date=23 January 2022 |date=January 18, 2022 |archive-date=June 9, 2022 |archive-url=https://web.archive.org/web/20220609012203/https://deadline.com/2022/01/kevin-walsh-moves-scott-free-president-to-apple-production-deal-1234912124/ |url-status=live }}

{{See also|List of TV and films with critiques of Chinese Communist Party}}

In October 2023, the partnership between Skydance Animation and Apple ended, with Skydance continuing the live-action feature film partnership signed in 2022. The Search for WondLa, an animated series based on the book series by Tony DiTerlizzi, will still debut on Apple TV+ while Spellbound would be moved to Netflix.{{cite web|url=https://www.hollywoodreporter.com/news/general-news/skydance-animation-leaves-apple-for-netflix-pact-1235621915/|title=Skydance Animation Leaves Apple for Netflix Pact|website=Hollywood Reporter|date=October 18, 2023|first=Mia|last=Galuppo|access-date=October 18, 2023}}{{cite web|title=Netflix Sets Skydance Animation In Multi-Year Deal, First Up Is Alan Menken Musical 'Spellbound;' Rachel Zegler, Nicole Kidman, Javier Bardem Star|url=https://deadline.com/2023/10/netflix-pacts-skydance-animation-in-multi-year-deal-alan-menken-musical-spellbound-rachel-zegler-nicole-kidman-javier-bardem-star-1235577207/|website=Deadline Hollywood|last=Fleming|first=Mike Jr.|date=October 18, 2023|access-date=October 18, 2023}}

On October 19, 2023, shortly before filming was set to start on season 3 of The Problem with Jon Stewart, it was announced that the show was cancelled due to creative differences between Stewart and Apple. Stewart told The New York Times that Apple pushed back on episodes about China and artificial intelligence.{{Cite web|last=Goldberg|first=Lesley|date=October 19, 2023|title=Jon Stewart's 'The Problem' Canceled at Apple Amid Creative Differences|url=https://www.hollywoodreporter.com/tv/tv-news/jon-stewart-the-problem-canceled-apple-creative-differences-1235623235/|access-date=October 19, 2023|website=The Hollywood Report|language=en-US}}{{Cite news |last1=Mullin |first1=Benjamin |last2=Koblin |first2=John |last3=Mickle |first3=Tripp |date=October 19, 2023 |title=Jon Stewart's Show on Apple Is Ending |url=https://www.nytimes.com/2023/10/19/business/media/jon-stewart-the-problem-ends.html?searchResultPosition=10 |work=New York Times}}

Apple TV+ released its first movie in theaters, Killers of the Flower Moon. Apple has said that its primary goal in releasing the film is to attract more subscribers, not to do well at the box office, but it brought in $145 million.{{cite web | url=https://screenrant.com/killers-flower-moon-movie-box-office-success-reasons/ | title=Why Killers of the Flower Moon's $44 Million Box Office is a Success (Despite Its $200M Budget) | website=Screen Rant | date=October 24, 2023 }} Apple TV+ also released another movie, Napoleon. Apple is seemingly pleased with its box-office returns, which reached $221 million and nearly made back its budget. It is apparent that Apple is attempting to compete with movie production companies.{{cite web | url=https://collider.com/napoleon-global-box-office-170-million/ | title='Napoleon' Global Box Office Charges to New Levels | website=Collider | date=December 10, 2023 }}{{cite web | url=https://www.boxofficemojo.com/title/tt13287846/ | title=Napoleon }}{{cite web | url=https://screenrant.com/napoleon-movie-domestic-box-office-milestone-50-million/ | title=Napoleon Box Office Passes Important Domestic Milestone (But Still Hasn't Earned Its Budget Back) | website=Screen Rant | date=December 10, 2023 }}

In March 2022, Apple announced that it would air Friday Night Baseball, a weekly doubleheader of Major League Baseball (MLB) games with live pre- and postgame shows on Apple TV+ in the United States, Canada, Australia, Brazil, Japan, Mexico, Puerto Rico, South Korea, and the United Kingdom starting in the 2022 Major League Baseball season.{{cite web |title=Apple and Major League Baseball to offer "Friday Night Baseball" |url=http://apple.com/newsroom/2022/03/apple-and-major-league-baseball-to-offer-friday-night-baseball |date=March 8, 2022 |website=Apple.com |publisher=Apple Inc.}}

In June 2022, Major League Soccer (MLS) announced that Apple had acquired the global streaming rights to the league beginning in the 2023 season.{{Cite web |title=Apple and MLS to present all MLS matches for 10 years, beginning in 2023 |url=http://apple.com/newsroom/2022/06/apple-and-mls-to-present-all-mls-matches-for-10-years-beginning-in-2023/ |website=Apple.com |publisher=Apple Inc. |date=June 14, 2022}}{{cite web |date=October 27, 2022 |title=MLS faces race against time to build broadcast operation ahead of Apple TV deal |url=https://theathletic.com/3736063/2022/10/27/mls-apple-tv-broadcasts/ |website=The Athletic}}{{cite news |last1=Germano |first1=Sara |last2=Nicolaou |first2=Anna |date=14 June 2022 |title=Apple scores deal for Major League Soccer streaming rights worth $2.5bn |work=The Financial Times |url=https://www.ft.com/content/808efcd4-6ef3-4dde-84dd-c4a365d3614f |url-status=live |access-date=June 15, 2022 |archive-url=https://web.archive.org/web/20220615081508/https://www.ft.com/content/808efcd4-6ef3-4dde-84dd-c4a365d3614f |archive-date=June 15, 2022}} All regular season and playoff matches are streamed on MLS Season Pass, a subscription offering separate from Apple TV+. Apple TV+ subscribers can watch select games at no additional charge, and receive a discount on the MLS Season Pass.{{cite web |last1=Forristal |first1=Lauren |date=November 16, 2022 |title=Apple to launch 'MLS Season Pass' subscription on February 1 |url=https://techcrunch.com/2022/11/16/apple-tv-to-launch-mls-season-pass-subscription-on-february-1/ |access-date=November 18, 2022 |website=TechCrunch}}{{Cite web |last=Peters |first=Jay |date=2022-11-16 |title=Apple and Major League Soccer will launch their soccer streaming service on February 1st |url=https://www.theverge.com/2022/11/16/23462582/apple-major-league-soccer-subscription-mls-season-pass-launch-date |access-date=2022-11-18 |website=The Verge |language=en-US}}

In mid-2020, Apple began discussions with film and television studios to license their previously released content as part of an effort to build a back catalog of non-original films and television shows for the streaming service.{{cite news|last1=Shaw|first1=Lucas|last2=Gurman|first2=Mark|date=May 19, 2020|title=Apple Buys Older Shows for TV+, Stepping Up Netflix Challenge|website=Bloomberg.com|url=https://www.bloomberg.com/news/articles/2020-05-19/apple-buys-older-shows-for-tv-stepping-up-netflix-challenge|access-date=May 19, 2020|archive-date=May 19, 2020|archive-url=https://web.archive.org/web/20200519150057/https://www.bloomberg.com/news/articles/2020-05-19/apple-buys-older-shows-for-tv-stepping-up-netflix-challenge|url-status=live}}{{cite news|last=Mayo|first=Benjamin|date=May 19, 2020|title=Bloomberg: Apple TV+ tops 10 million subscribers, company buying TV show and movie back catalog to expand service|website=9to5Mac|url=https://9to5mac.com/2020/05/19/apple-tv-plus-back-catalog-subscribers/|access-date=May 19, 2020|archive-date=May 26, 2020|archive-url=https://web.archive.org/web/20200526151238/https://9to5mac.com/2020/05/19/apple-tv-plus-back-catalog-subscribers/|url-status=live}} The shift was designed to help the service better compete against the large content libraries competitors like Netflix have. This represented a pivot for Apple, which had initially attempted to build the service entirely on original content, avoiding licensing fees to help keep monthly subscription fees low, and relying on its Apple TV Channels content partners to supply other content users wanted.

Analysts believed that the addition of older, highly re-watchable content like popular sitcoms and well-liked films would help retain the slowly growing subscriber base while Apple continues to develop original content.{{cite news|last=Katz|first=Brandon|date=May 19, 2020|title=Apple TV+ Switching Up Its Strategy to Lock Horns With Netflix|website=The New York Observer|url=https://observer.com/2020/05/apple-tv-plus-buying-old-shows-for-library-netflix/|access-date=May 19, 2020|archive-date=May 20, 2020|archive-url=https://web.archive.org/web/20200520145913/https://observer.com/2020/05/apple-tv-plus-buying-old-shows-for-library-netflix/|url-status=live}} The shift was also an acknowledgement of poor growth, especially relative to competing services. The back catalog development was also seen as a move to attempt to persuade free trial users to transition into paid users as the first wave of one-year trials was scheduled to expire in November 2020.

On May 26, 2020, Apple announced its first acquisition of catalogue content would be the Fraggle Rock series.{{Cite web|last=Alexander|first=Julia|date=2020-05-27|title=Apple TV Plus acquires past Fraggle Rock seasons ahead of reboot|url=https://www.theverge.com/21271931/fraggle-rock-apple-tv-plus-new-series-licensed-strategy|access-date=2020-06-14|website=The Verge|language=en|archive-date=June 13, 2020|archive-url=https://web.archive.org/web/20200613032453/https://www.theverge.com/21271931/fraggle-rock-apple-tv-plus-new-series-licensed-strategy|url-status=live}} In addition to being the exclusive home of the 1983–1987 Jim Henson Company series, Apple would develop a new, full-length, rebooted Fraggle Rock series after the success of the Fraggle Rock: Rock On! short-form series on Apple TV+.{{Cite web|title=Fraggle Rock is Coming to Apple TV+ After Apple Purchases Streaming Rights for Old Episodes and Orders Reboot|url=https://www.macrumors.com/2020/05/26/apple-tv-plus-fraggle-rock-reboot/|access-date=2020-06-14|website=MacRumors|date=May 26, 2020 |language=en|archive-date=June 11, 2020|archive-url=https://web.archive.org/web/20200611233902/https://www.macrumors.com/2020/05/26/apple-tv-plus-fraggle-rock-reboot/|url-status=live}} On October 19, 2020, Apple announced the exclusive transmission rights of the various animated productions of the Peanuts franchise, withdrawing them from broadcast television after 55 years; as part of that agreement, Apple TV+ must make the major Peanuts specials available for free in short windows.{{cite web |last1=Hardy |first1=DC |title=It's the Great Pumpkin, Charlie Brown and other Peanuts specials come to Apple TV+ |url=https://www.cultofmac.com/725808/holiday-peanuts-specials-apple-tv-plus-halloween-christmas-thanksgiving/ |website=Cult of Mac |date=October 19, 2020 |access-date=20 October 2020 |archive-date=October 20, 2020 |archive-url=https://web.archive.org/web/20201020185406/https://www.cultofmac.com/725808/holiday-peanuts-specials-apple-tv-plus-halloween-christmas-thanksgiving/ |url-status=live }} After an outcry from fans of the specials, Apple sublicensed A Charlie Brown Thanksgiving and A Charlie Brown Christmas to PBS for commercial-free airing.{{cite web |title=Charlie Brown specials to air on TV, after all, in PBS deal |url=https://www.pbs.org/newshour/arts/charlie-brown-specials-to-air-on-tv-after-all-in-pbs-deal |website=PBS NewsHour |date=November 18, 2020 |access-date=26 December 2020 |archive-date=December 26, 2020 |archive-url=https://web.archive.org/web/20201226133706/https://www.pbs.org/newshour/arts/charlie-brown-specials-to-air-on-tv-after-all-in-pbs-deal |url-status=live }} In 2021, It's the Great Pumpkin, Charlie Brown also came to the PBS rotation. The PBS sublicensing arrangement ended before October 2022.{{Cite web |last=Cavanaugh |first=Patrick |date=October 11, 2022 |title=It's the Great Pumpkin, Charlie Brown Will Not Air on Broadcast TV This Year |url=https://comicbook.com/horror/news/charlie-brown-great-pumpkin-halloween-streaming-apple-tv-plus/ |access-date=2022-10-15 |website=Comicbook.com |language=en |archive-date=October 17, 2022 |archive-url=https://web.archive.org/web/20221017074142/https://comicbook.com/horror/news/charlie-brown-great-pumpkin-halloween-streaming-apple-tv-plus/ |url-status=live }}

In March 2024, Apple made 51 catalog films available under a "Great Movies special collection" banner.{{Cite web |last=Haring |first=Bruce |date=2024-03-02 |title=Apple TV+ Adds More Than 50 Films For US Viewers In Limited Run |url=https://deadline.com/2024/03/apple-tv-adds-more-than-50-films-limited-run-1235843819/ |access-date=2024-03-20 |website=Deadline |language=en-US}}

Apple has announced a number of partnerships, bundles, and initiatives to increase subscriber growth in the service.{{when|date=May 2022}}

It has included Apple TV+ in several reduced-cost bundles designed to increase uptake and stickiness of subscriptions, including a bundle with Apple Music available for students, a bundle offering CBS All Access and Showtime for an additional $9.99 monthly for TV+ subscribers, and a bundling of the service as part of the Apple One subscription package.{{cite web|last=Vincent|first=James|date=August 13, 2020|title=Apple reportedly launching subscription bundles with new iPhones this October|url=https://www.theverge.com/2020/8/13/21366185/apple-one-subscription-bundle-launch-october-2020-tiers-prices|access-date=October 27, 2020|website=The Verge|archive-date=October 31, 2020|archive-url=https://web.archive.org/web/20201031034932/https://www.theverge.com/2020/8/13/21366185/apple-one-subscription-bundle-launch-october-2020-tiers-prices|url-status=live}}{{Cite web|title=Apple TV+ subscribers get CBS All Access and Showtime bundle at a great value|url=https://www.apple.com/newsroom/2020/08/apple-tv-plus-subscribers-get-cbs-all-access-and-showtime-bundle-at-a-great-value/|url-status=live|archive-url=https://web.archive.org/web/20200820000206/https://www.apple.com/newsroom/2020/08/apple-tv-plus-subscribers-get-cbs-all-access-and-showtime-bundle-at-a-great-value/|archive-date=August 20, 2020|access-date=2020-08-19|website=Apple Newsroom|language=en-US}}{{cite web|last=Peters|first=Jay|date=August 17, 2020|title=Apple TV Plus subscribers can now get a discounted CBS All Access and Showtime bundle|url=https://www.theverge.com/2020/8/17/21372128/apple-tv-plus-cbs-all-access-showtime-subscription-deal|access-date=October 27, 2020|website=The Verge|archive-date=October 31, 2020|archive-url=https://web.archive.org/web/20201031142636/https://www.theverge.com/2020/8/17/21372128/apple-tv-plus-cbs-all-access-showtime-subscription-deal|url-status=live}}

It has partnered with large cable television MSOs and telecommunications mobile network operators, such as Altice USA,{{cite web|last=Munson|first=Ben|date=February 26, 2020|title=Altice USA begins selling Apple TV devices to its video subscribers|url=https://www.fiercevideo.com/cable/altice-usa-begins-selling-apple-tv-devices-to-its-video-subscribers|access-date=October 27, 2020|website=Fierce Video|archive-date=October 31, 2020|archive-url=https://web.archive.org/web/20201031183022/https://www.fiercevideo.com/cable/altice-usa-begins-selling-apple-tv-devices-to-its-video-subscribers|url-status=live}} the UK's EE,{{cite web|last=Charlton|first=Hartley|date=September 2, 2020|title=EE Offers First Plan Bundling Apple Subscription Services in the UK|url=https://www.macrumors.com/2020/09/02/ee-plan-bundles-apple-subscription-services/|access-date=October 27, 2020|website=MacRumors|archive-date=October 31, 2020|archive-url=https://web.archive.org/web/20201031052733/https://www.macrumors.com/2020/09/02/ee-plan-bundles-apple-subscription-services/|url-status=live}} and Ireland's Eir TV,{{cite news|last=O'Brien|first=Ciara|date=October 17, 2019|title=Eir links up with Apple for new TV service: Eir TV is first in the world to use Apple TV 4K as sole set top box|newspaper=The Irish Times|url=https://www.irishtimes.com/business/technology/eir-links-up-with-apple-for-new-tv-service-1.4053959|access-date=October 27, 2020|archive-date=March 2, 2020|archive-url=https://web.archive.org/web/20200302230623/https://www.irishtimes.com/business/technology/eir-links-up-with-apple-for-new-tv-service-1.4053959|url-status=live}}{{cite web|last=Goodbody|first=Will|date=October 17, 2019|title=Eir launches new TV service with Apple TV|url=https://www.rte.ie/news/business/2019/1017/1084015-eir-revamped-tv-service/|url-status=live|archive-url=https://web.archive.org/web/20191017192129/https://www.rte.ie/news/business/2019/1017/1084015-eir-revamped-tv-service/|archive-date=October 17, 2019|access-date=October 17, 2019|website=RTÉ News}} to offer those systems' customers Apple TV+ as part of a bundle, sometimes including an Apple TV 4K set-top box.

By February 2020, about 10 million people had signed up for Apple TV+. This included users who received a free one-year trial with the purchase of an Apple device, although it was estimated that less than 10% of Apple device owners eligible for the trial had activated it, perhaps because of Apple's failure to promote the service, Apple's desire to slow the uptake rate due to accounting concerns, or users' lack of interest in the service's perceived poor content options. About half of those 10 million users actively used the service.{{cite news|last=Hayes|first=Dade|date=February 3, 2020|title=Of Apple Customers Eligible For Apple TV+, Fewer Than 10% Have Signed Up – Analyst|website=Deadline Hollywood|url=https://deadline.com/2020/02/of-apple-customers-eligible-for-apple-tv-fewer-than-10-have-signed-up-analyst-1202850235/|access-date=May 19, 2020|archive-date=July 12, 2020|archive-url=https://web.archive.org/web/20200712212058/https://deadline.com/2020/02/of-apple-customers-eligible-for-apple-tv-fewer-than-10-have-signed-up-analyst-1202850235/|url-status=live}} In late 2020, the continuing expansion of availability of the Apple TV app to a growing number of smart TV platforms and to newer lines of PlayStation and Xbox video game consoles (specifically, the PS4 and PS5, and the Xbox One, Series S, and Series X{{cite web|last=Espósito|first=Filipe|date=November 11, 2020|title=Apple TV app is now available for download on PlayStation 4 and PlayStation 5|url=https://9to5mac.com/2020/11/11/apple-tv-app-is-now-available-for-download-on-playstation-4-and-playstation-5/|access-date=November 12, 2020|website=9to5Mac|archive-date=November 13, 2020|archive-url=https://web.archive.org/web/20201113195113/https://9to5mac.com/2020/11/11/apple-tv-app-is-now-available-for-download-on-playstation-4-and-playstation-5/|url-status=live}}) was seen as potentially boosting subscriber numbers for Apple TV+, including as part of Apple One subscription bundle purchases.*{{cite news |url=https://www.cnbc.com/2020/11/02/apple-tv-available-on-xbox-series-x-xbox-series-s-playstation-5.html |last=Haselton |first=Todd |title=Apple TV will be available on new Xbox and PlayStation consoles for the first time |website=CNBC.com |date=November 2, 2020 |access-date=November 12, 2020 |archive-date=November 10, 2020 |archive-url=https://web.archive.org/web/20201110050501/https://www.cnbc.com/2020/11/02/apple-tv-available-on-xbox-series-x-xbox-series-s-playstation-5.html |url-status=live }}

• {{cite web |url=https://www.engadget.com/apple-tv-app-playstation-4-5-launch-availability-113246540.html |last=Summers |first=Nick |title=Apple TV app arrives on PS4 and PS5 |website=Engadget |date=November 12, 2020 |access-date=November 12, 2020 |archive-date=November 13, 2020 |archive-url=https://web.archive.org/web/20201113195115/https://www.engadget.com/apple-tv-app-playstation-4-5-launch-availability-113246540.html |url-status=live }} But Apple has created no native TV app for the Windows and Android platforms or official method to stream the content to Chromecast or on the Android TV platform (except for select Sony Bravia television models{{cite press release|author=Sony Electronics Inc.|date=October 14, 2020|title=Sony Launches the Apple TV App on Select Smart TVs|url=https://www.sony.com/content/sony/en/en_us/SCA/company-news/press-releases/sony-electronics/2020/sony-launches-the-apple-tv-app-on-select-smart-tvs.html|type=Press release|agency=PRNewswire|access-date=October 24, 2020|archive-date=October 26, 2020|archive-url=https://web.archive.org/web/20201026091050/https://www.sony.com/content/sony/en/en_us/SCA/company-news/press-releases/sony-electronics/2020/sony-launches-the-apple-tv-app-on-select-smart-tvs.html|url-status=live}}), leaving users of those devices to use a web browser to view Apple TV+ content, where possible, or to employ other workarounds, especially for sending Apple TV+ content to a television set. On December 16, 2020, Google announced it would add the Apple TV app to its Chromecast with Google TV device in early 2021 and to its Android TV platform by June 1, 2021;{{cite news |last1=Zepp |first1=Jonathan |title=The Apple TV app is on its way to Chromecast with Google TV |url=https://www.blog.google/products/google-tv/apple-tv/ |publisher=The Keyword |date=December 16, 2020 |access-date=December 17, 2020 |archive-date=December 17, 2020 |archive-url=https://web.archive.org/web/20201217093625/https://blog.google/products/google-tv/apple-tv/ |url-status=live }}{{cite web |title=Apple TV app comes to Android TV devices |url=https://appleinsider.com/articles/21/06/02/apple-tv-app-comes-to-android-tv-devices |website=App Insider |access-date=15 August 2021 |language=en |date=2 June 2021 |archive-date=December 27, 2022 |archive-url=https://web.archive.org/web/20221227144939/https://appleinsider.com/articles/21/06/02/apple-tv-app-comes-to-android-tv-devices |url-status=live }} Google made Apple TV available on its Chromecast with Google TV, as well as on select Sony and TCL smart TVs running the Google TV interface, on February 18, 2021.{{cite news |last1=Zepp |first1=Jonathan |title=Apple TV+ is now available on Google TV |url=https://blog.google/products/google-tv/apple-tv-now-available |agency=The Keyword |publisher=Google |date=February 18, 2021 |access-date=February 19, 2021 |archive-date=February 19, 2021 |archive-url=https://web.archive.org/web/20210219153801/https://blog.google/products/google-tv/apple-tv-now-available |url-status=live }} On December 18, 2020, the British Urban Film Festival announced that it was to be the first UK film festival to host all of its official selections on the Apple TV app.{{cite news |url=https://www.patentlyapple.com/patently-apple/2020/12/the-british-urban-film-festival-launches-official-selection-on-apple-tv.html |title=The British Urban Film Festival launches official selection on Apple TV |publisher=Patently Apple |date=December 18, 2020 |access-date=January 11, 2021 |archive-date=December 27, 2020 |archive-url=https://web.archive.org/web/20201227232120/https://www.patentlyapple.com/patently-apple/2020/12/the-british-urban-film-festival-launches-official-selection-on-apple-tv.html |url-status=live }}

The service received several nominations for the 2021 Golden Globe Awards in both the television and film categories and was regarded as having "established an impressive track record for turning out consistently good—and sometimes great—programming for subscribers, despite offering a much, much smaller overall offering."{{Cite web |last=Adalian |first=Josef |date=2021-02-04 |title=Apple TV+ Is Doing Better Than You Think |url=https://www.vulture.com/2021/02/apple-tv-analysis.html |access-date=2021-02-06 |website=Vulture |language=en-us |archive-date=February 4, 2021 |archive-url=https://web.archive.org/web/20210204214205/https://www.vulture.com/2021/02/apple-tv-analysis.html |url-status=live }} Apple's series Ted Lasso won four Primetime Emmy Awards in 2021, including Outstanding Comedy Series, Outstanding Lead Actor in a Comedy Series (Jason Sudeikis), Outstanding Supporting Actor in a Comedy Series (Brett Goldstein) and Outstanding Supporting Actress in a Comedy Series (Hannah Waddingham).{{cite web|first1=Pete|last1=Hammond|access-date=2021-09-25|title=Emmys Analysis: Netflix, Apple Prove It Is A Streamer's World And We Are Just Living In It|url=https://deadline.com/2021/09/emmys-analysis-netflix-apple-1234840014/|date=20 September 2021|archive-date=October 31, 2021|archive-url=https://web.archive.org/web/20211031164029/https://deadline.com/2021/09/emmys-analysis-netflix-apple-1234840014/|url-status=live}}

Apple TV+ is the first streaming service to win the Academy Award for Best Picture, with CODA at the 94th Academy Awards.{{cite web |url=https://www.theverge.com/2022/3/28/22999481/apple-tv-plus-oscars-best-picture-coda-netflix-power-of-the-dog-dont-look-up |title=Apple TV Plus is first streaming service to win Best Picture at the Oscars |first=Jon |last=Porter |date=March 28, 2022 |work=The Verge |access-date=March 28, 2022 |archive-date=March 28, 2022 |archive-url=https://web.archive.org/web/20220328085214/https://www.theverge.com/2022/3/28/22999481/apple-tv-plus-oscars-best-picture-coda-netflix-power-of-the-dog-dont-look-up |url-status=live }} As of March 2022, it is estimated to have 25 million paid subscribers and an additional 50 million viewers who access the service via promotions.{{Cite web |title=Global users of Apple TV Plus 2022 |url=https://www.statista.com/statistics/1136261/number-of-apple-tv-plus-subscribers-us/ |access-date=2022-07-15 |website=Statista |language=en |archive-date=July 15, 2022 |archive-url=https://web.archive.org/web/20220715031700/https://www.statista.com/statistics/1136261/number-of-apple-tv-plus-subscribers-us/ |url-status=live }}

Apple is partnering with Bharti Airtel to provide its music and video streaming services to the telecom company's premium clients in India from 2024 at no cost, providing the American behemoth access to thousands of users in the most populated country.{{Cite web |last1=Vengattil |first1=Munsif |last2=Kalra |first2=Aditya |date=2 September 2024 |title=Apple set for music, TV streaming fight in India after Airtel deal |url=https://www.reuters.com/business/media-telecom/apple-set-music-tv-streaming-fight-india-after-airtel-deal-2024-09-02/ |access-date=2 September 2024 |website=Reuters}}

On the 96th Academy Awards, Apple Films earned a record breaking 14 Oscar nominations, with Killers of the Flower Moon receiving 10 and Napoleon receiving 4. This marked the second time an Apple Films received a Best Picture nomination.{{citation needed|date=February 2025}}

In October 2024, Amazon announced that Apple TV+ would be available as an add-on subscription on Amazon Prime Video in the United States later that month on October 15, with other countries to follow.{{cite press release|author=Amazon|date=October 9, 2024|title=Apple TV+ is launching on Prime Video in the US|url=https://www.aboutamazon.com/news/entertainment/apple-tv-shows-amazon-prime-video-subscription}}{{cite web|last=Mayo|first=Benjamin|date=October 15, 2024|title=You can now subscribe to Apple TV+ inside of Amazon Prime Video|url=https://9to5mac.com/2024/10/15/apple-tv-plus-amazon-prime-video/|website=9to5Mac}}

In January 2025, Apple TV+ announced that the service would be free for the first weekend of 2025, from January 3 - January 5, as a way to "increase publicity and global knowledge" regarding their service, worldwide.

In February 2025, Apple announced the Apple TV+ app is available to download from Google Play on Android mobile devices.{{Cite web |title=The Apple TV app is now available on Android |url=https://www.apple.com/newsroom/2025/02/the-apple-tv-app-is-now-available-on-android/ |access-date=2025-02-13 |website=Apple Newsroom |language=en-US}}

{{notelist}}

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• {{cite web |url=https://support.apple.com/guide/tvplus/welcome/web |title=All the ways to watch Apple TV+ and more |author=Apple Inc. |access-date=November 12, 2020 |archive-date=November 1, 2020 |archive-url=https://web.archive.org/web/20201101085826/https://support.apple.com/guide/tvplus/welcome/web |url-status=live }}
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• {{cite web|last=Pasarow|first=Anabel|date=October 8, 2019|title=Mac's Newest Software, Catalina, Is Here — & These Are Its Best Features|url=https://www.refinery29.com/en-us/2019/10/8534832/mac-os-catalina-update-release-features-install|access-date=October 24, 2020|website=Refinery29|archive-date=August 7, 2020|archive-url=https://web.archive.org/web/20200807124951/https://www.refinery29.com/en-us/2019/10/8534832/mac-os-catalina-update-release-features-install|url-status=live}}
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• {{cite news|last=Katzmaier|first=David|date=October 28, 2019|title=Apple's TV app is on Roku, Fire TV and Samsung, but only Apple devices get every feature|website=CNET|url=https://www.cnet.com/news/apples-tv-app-is-on-roku-fire-tv-and-samsung-but-only-apple-devices-get-every-feature/|access-date=October 24, 2020|archive-date=October 30, 2019|archive-url=https://web.archive.org/web/20191030024539/https://www.cnet.com/news/apples-tv-app-is-on-roku-fire-tv-and-samsung-but-only-apple-devices-get-every-feature/|url-status=live}}
• {{cite web|last=Newman|first=Jared|date=November 7, 2019|title=Apple TV+ has arrived: Here are the details (and some fine print)|url=https://www.techhive.com/article/3452456/apple-tv-plus-details-and-fine-print.html|access-date=October 24, 2020|website=TechHive|archive-date=March 5, 2020|archive-url=https://web.archive.org/web/20200305215110/https://www.techhive.com/article/3452456/apple-tv-plus-details-and-fine-print.html|url-status=live}}
• {{cite news |url=https://www.macworld.co.uk/feature/apple/apple-tv-samsung-sony-roku-3689942/ |title=Which TVs work with Apple TV app and AirPlay |last=Haslam |first=Karen |date=October 28, 2019 |website=Macworld |access-date=November 1, 2019 |archive-date=November 1, 2019 |archive-url=https://web.archive.org/web/20191101195031/https://www.macworld.co.uk/feature/apple/apple-tv-samsung-sony-roku-3689942/ |url-status=live }}
• {{cite web|last=Dilger|first=Daniel Eran|date=May 16, 2019|title=Editorial: Why Apple's first port of the new TV app isn't to Android, but to Samsung's anti-Android|url=https://appleinsider.com/articles/19/05/16/editorial-why-apples-first-port-of-the-new-tv-app-isnt-to-android-but-to-samsungs-anti-android|access-date=October 24, 2020|website=AppleInsider|archive-date=November 7, 2020|archive-url=https://web.archive.org/web/20201107223554/https://appleinsider.com/articles/19/05/16/editorial-why-apples-first-port-of-the-new-tv-app-isnt-to-android-but-to-samsungs-anti-android|url-status=live}}
• {{cite news|last=Byford|first=Sam|date=February 3, 2020|title=The Apple TV app is now available on LG's 2019 TVs|website=The Verge|url=https://www.theverge.com/2020/2/3/21121647/apple-tv-app-lg-2019-tvs-available|access-date=October 24, 2020|archive-date=June 18, 2020|archive-url=https://web.archive.org/web/20200618175732/https://www.theverge.com/2020/2/3/21121647/apple-tv-app-lg-2019-tvs-available|url-status=live}}
• {{cite news|last=Spangler|first=Todd|date=September 8, 2020|title=Apple TV App Launches on Vizio Smart TVs|website=Variety|url=https://variety.com/2020/digital/news/apple-tv-app-vizio-smart-tvs-1234762156/|access-date=October 24, 2020|archive-date=October 19, 2020|archive-url=https://web.archive.org/web/20201019152958/https://variety.com/2020/digital/news/apple-tv-app-vizio-smart-tvs-1234762156/|url-status=live}}
• {{cite news|last=Welch|first=Chris|date=October 14, 2020|title=Apple TV app arrives on some of Sony's latest 4K TVs|website=The Verge|url=https://www.theverge.com/2020/10/14/21516418/apple-tv-sony-android-now-available-software-update|access-date=October 24, 2020|archive-date=October 18, 2020|archive-url=https://web.archive.org/web/20201018164722/https://www.theverge.com/2020/10/14/21516418/apple-tv-sony-android-now-available-software-update|url-status=live}}
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• {{Official website|https://apple.com/apple-tv-plus|Apple TV+}} – official site

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{{Apple}}

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