Apple TV (formerly Apple TV+) is Apple's premium subscription streaming service, which debuted on November 1, 2019, offering a slate of original films and series under the "Apple Originals" banner. Announced in March 2019, it initially launched in about 100 countries and has since grown to over 45 million paid memberships, expanding its availability to Android devices in 2025. After a slow first year, the service achieved major critical acclaim, winning the Primetime Emmy for Ted Lasso and the Academy Award for Best Picture for CODA—the first Best Picture win for a streaming service. Its origins trace back to failed 2015 negotiations and a 2017 hiring spree of top executives like Jamie Erlicht and Zack Van Amburg, and it is part of Apple's broader strategy to boost service revenue. In late 2025, the service was rebranded, dropping the "+" from its name.