Introduction

Apple TV+ represents Apple's bold entry into the streaming wars, taking a dramatically different approach from competitors. Rather than building a massive content library, Apple has focused exclusively on premium original programming, betting that quality will triumph over quantity. With every title produced in stunning 4K HDR with Dolby Vision and Dolby Atmos, Apple TV+ offers arguably the best technical streaming experience available today. However, with a catalog of just 150+ titles compared to thousands on rival platforms, the question remains: can exceptional quality justify such limited choice? After extensive testing across multiple devices and content categories, we've found a service that excels technically but faces significant challenges in content breadth.

Pricing Analysis

Apple TV+ is priced at £8.99 per month or £89.99 annually (saving roughly £18), positioning it in the mid-tier pricing range among premium streaming services. This puts it above basic Netflix (£4.99) but below Netflix Standard (£10.99) and significantly less than Netflix Premium (£17.99). However, direct price comparisons can be misleading given Apple TV+'s unique positioning. While competitors offer thousands of titles across licensed and original content, Apple TV+ provides access to only their curated selection of original programming. The value proposition becomes more compelling when considering the technical quality - every single title streams in 4K HDR with Dolby Vision and Dolby Atmos at no extra cost, features that typically require premium tiers elsewhere. For Apple ecosystem users, the value increases substantially through bundling options like Apple One, which includes Apple TV+ alongside Apple Music, iCloud+, and other services starting at £16.95 monthly. The service also offers generous family sharing for up to 6 users and allows 6 simultaneous streams, making it competitive for households despite the limited content library.

Content Quality

Apple TV+ has built its reputation on exceptional original programming, with standout series like Ted Lasso, Severance, Foundation, and The Morning Show earning critical acclaim and industry awards. The service excels in drama series (scoring 7/10) and limited series (8/10), delivering movie-quality production values consistently across their catalog. Science fiction content performs particularly well with titles like Foundation and For All Mankind showcasing impressive world-building and visual effects. However, the content strategy creates significant gaps in certain categories. Comedy offerings are limited beyond Ted Lasso and Mythic Quest, while family content, despite high quality productions like Wolfwalkers, remains sparse with fewer than 20 animated titles. The documentary selection is notably weak, with minimal true crime (4/10), investigative (4/10), or historical content (4/10). International content is virtually non-existent, and the lack of licensed content means no classic films or beloved TV series from other studios. While every Apple original meets high production standards, the catalog's size means viewers will likely exhaust appealing content within months rather than years.

Technical Features

Apple TV+ sets the gold standard for streaming quality, delivering industry-leading technical performance across all supported features. The service excels with perfect 10/10 scores for ad-free viewing and simultaneous streams (6 concurrent streams), while achieving 9/10 ratings for mobile apps, smart TV apps, and casting support. Every piece of content streams in 4K HDR with Dolby Vision and Dolby Atmos, providing exceptional visual clarity and immersive audio that rivals theatrical experiences. The platform works seamlessly across Apple devices with superior integration, while maintaining excellent performance on non-Apple hardware including Samsung TVs, Roku devices, and gaming consoles. Web browser streaming delivers consistent 4K quality with minimal buffering, and offline downloads work flawlessly for mobile viewing. The user interface is clean and intuitive, though content discovery is simplified by the small catalog size. Multiple user profiles support up to 6 family members with personalized recommendations, though the limited content somewhat restricts the effectiveness of algorithmic suggestions. The service's technical reliability is exceptional, with consistent streaming quality and minimal service interruptions.

Final Verdict

Apple TV+ succeeds brilliantly at what it sets out to do - deliver premium original content with unmatched technical quality - but fails to provide the breadth most streaming consumers expect. The service is ideal for Apple ecosystem users who can bundle it affordably and appreciate cutting-edge production values. Viewers seeking specific acclaimed series like Ted Lasso, Severance, or Foundation will find exceptional value, especially given the superior 4K HDR presentation. However, as a standalone streaming service, Apple TV+ struggles to justify its cost against the limited content selection. Most users will find it works best as a secondary service to complement a larger platform like Netflix or Amazon Prime Video. The technical excellence and original programming quality earn genuine praise, but until Apple significantly expands their catalog or reduces pricing, it remains a premium niche service rather than a comprehensive entertainment solution.