My Apple TV Streaming Service Review: Is It As Innovative As The Brand Itself?

Unlike other streaming services, Apple TV offers only a single tier for $12.99/mo. While competitors restrict access to specific content and even video quality through different tiers, Apple TV’s singular tier grants you full access to its library with virtually all of its content provided in 4K, HDR, Dolby Vision, and Dolby Atmos. As someone who appreciates picture and sound quality, this monthly fee is a steal. 

What truly sets Apple TV apart is the absence of ads. Although it was ad-free on day one, I was fully expecting Apple to launch an ad-supported tier eventually. As of 2026, Apple TV is still ad-free. A small exception: you will occasionally see a brief, skippable ad for another Apple Original before the start of your movie or episode. As someone who abhors ads, these little plugs aren’t disruptive.

For those who want more with their Apple TV, it offers a bundle with Peacock. Essentially, you will be paying just a few extra dollars for Peacock with ads directly on Apple TV — an absolute bargain. 

Another standout aspect of Apple TV is its seven-day free trial for new subscribers. Although this is short, there are plenty of completed shows and movies to binge over the course of a week.

Apple TV’s interface is the smoothest to navigate through compared to the other streaming services I use. It has a simple, straightforward homepage with content displayed in rows. There is no animated graphic when opening the app like Netflix’s famous tu-dum; although, every title does open with an Apple TV logo. While some will say it is bland, I find it straightforward and on-brand with Apple’s minimalistic design.

When testing the service, I noticed that Apple TV runs at its smoothest on Apple products. I personally watch on my Apple TV 4K device, and have a Wi-Fi 7 router which makes for a particularly consistent streaming experience.

One stand out feature I like is InSight. When you watch any Apple Original, you can pull up information about the actors currently on the screen. This includes their bio, filmography, and contributions. It will even identify songs and let you add it to your Apple Music. Note: InSight only works on an Apple device.

A very annoying feature is that the keyboard defaults to a linear format, showing the entire alphabet in a single line and making the search function a nightmare. Thankfully, you can change it to the traditional grid format in the settings.

Apple TV solely consists of original content rather than relying on third-party licensing. As a result, it has a relatively smaller content library. That said, it has grown significantly since launch. These Apple Originals boast elevated production value with A-list talents and innovative stories. This includes sci-fi that is less explosive and more profound and comedies that are bawdy yet thought-provoking.

Here is a taste of what audiences can expect from Apple TV:

• Kids and family: "Frog and Toad," "Snoopy and the Peanuts," "Wolfwalkers"
• International: "Drops of God," "Tehran," "Liaison," "Pachinko"
• LGBTQ+ representation: "Dickinson," "Visible: Out on Television," "Pluribus"
• Blockbusters: "F1 The Movie," "Killers of the Flower Moon," "Napoleon"
• Sports: Formula 1, Major League Soccer, Major League Baseball

The one lingering issue with Apple TV is user retention. Its premium content does not have the bingeworthy allure of Netflix. As much as I love “For All Mankind” and “Severance,” they are definitely one-and-done for me. Examining Apple TV’s Top 10, it consists of currently airing shows, recently ended ones, and “Ted Lasso.” This means that the majority of viewers are only watching current content and rewatching “Ted Lasso,” Apple TV’s quintessential (and only) comfort watch.

In order for Apple TV to truly retain users, it needs to rely on bundling. In recent news, Amazon announced that Prime members can now add the Apple TV and Peacock bundle. Head of Prime Video Channels, Ryan Pirozzi, even stated that this method was the best way to “provide customers with greater choice and seamless access.” With more options, viewers hold onto Apple TV longer.