Apple's recent and very quiet rebrand of its streaming service from Apple TV Plus to the utterly streamlined Apple TV has created a naming problem of epic proportions. The term now refers to three distinct products in Apple's ecosystem: the streaming media player hardware (starting at $129), the content hub software (which is free), and the original programming subscription service ($12.99 a month). If that last sentence already sounds confusing, just imagine trying to get a straight answer from an Apple "expert" in the middle of a buying decision.
Welcome to the Electronics Outlet! How can I help you?
I'm finally cutting the cord and am wanting to setup a streaming system. How much is Apple TV?
It starts at $129.
That much? I heard Apple TV is free.
Apple TV is free. Just download Apple TV from the App Store.
Oh, great! So I can watch all the Apple TV shows for free?
No, Apple TV is $12.99 a month.
Wait, I thought Apple TV was free.
Apple TV is free.
But the shows cost $12.99 a month on the free Apple TV?
Yes.
So if I buy the $129 Apple TV, are the shows free?
No, you still need to pay $12.99 a month for Apple TV, but you get three months free when you buy Apple TV.
So, what can I watch?
Oh, the Apple Watch starts at $249.
What is Going On?
The conversation above is a representation of the "naming nightmare" Apple has unleashed on the streaming world. For cord-cutters who need to know exactly where their money is going, this unified branding is deeply frustrating. To cut through the circular logic, here is the essential breakdown of the three products that all share the exact name: Apple TV.
A Cord-Cutter's Guide to the Three Apple TVs
Apple TV (The Streaming Service)
This is the newest, former Apple TV Plus, which you subscribe to for exclusive original content.
- What it is: A subscription video-on-demand service that provides access to all "Apple Originals" content, such as The Morning Show and Severance.
- Cost: $12.99/month.
- Access: Requires a paid subscription. You can access it through the Apple TV app on nearly any device (not just Apple hardware).
Apple TV (The App)
This is the software that houses all of your video content.
- What it is: The software application, or content aggregator, that lives on your streaming device. It is a portal for the Apple TV streaming service content, as well as movies and TV shows you have purchased or rented digitally, plus content from other providers via Apple Channels.
- Cost: Free.
- Access: The app is free to download and available on a huge number of platforms, including Roku, Fire TV, Google TV devices, and smart TVs.
Apple TV (The Device)
This is the hardware box that connects to your television.
- What it is: The physical set-top box. It runs the tvOS operating system and is a high-end streaming media player. It hosts the Apple TV app (among thousands of others) that allows you to watch the Apple TV streaming service.
- Cost: Starts at $129 for the 64GB Wi-Fi model, or $149 for the 128GB Wi-Fi + Ethernet model.
- Access: Hardware that you purchase and plug into your television.
Apple's content is undoubtedly premium and their goal of unifying the brand is understandable, but for those of us who have cut the cord, clarity in products and pricing is paramount. This name change creates friction where there should be simplicity. We meticulously choose our hardware and subscriptions to optimize cost and performance, and a confusing name is a needless roadblock. I have been a cord-cutter since January 2011, and I appreciate when services make it easy, not harder, to be a smart consumer. My Streaming Life has enough complexity in deciding which quality content to watch, without having to decipher which piece of hardware or software is being discussed.
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