Apple TV+ has steadily built its content pipeline since launch in 2019. Although it is currently positioned as a premium service primarily designed to complement the broader Apple ecosystem, it has recently built up a head of steam both in terms of programming and partnerships as it looks to broaden its appeal.

Significant media attention surrounded the return of Severance for Season 2, which premiered in January 2025, and there have been recent high-profile launches for new shows such as Dope Thief  (first episode directed by Ridley Scott),  Seth Rogen’s Hollywood comedy The Studio and Jon Hamm vehicle Your Friends and Neighbours – which immediately shot to the top of Apple’s most-watched chart. Meanwhile,  Apple TV+ continues to broaden its operations outside of Apple’s operating system, launching an Android version in February 2025 - as it looks to widen its reach and partner with a range of products and services. These trends are explored in more detail in Ampere’s recent report  Is Apple TV+ the new HBO?  available to subscribers.

Programming and subscription momentum builds

Apple TV+ now has a pipeline of new and returning shows with broad appeal coming to the service on a regular basis. This was the aim when it launched in 2019 - but it has taken time to build, and the effects are now being observed in its subscriber metrics. According to Ampere’s SVoD Economics service, Apple TV+ had two of its strongest quarters of gross subscriber sign-up activity in the US in Q3 and Q4 2024 (ignoring the initial free Apple hardware promotion at launch in 2019).

With Warner Bros. Discovery shifting away from the HBO brand in favour of “Max” for its global streaming service and turning its attention to broad-spectrum television, Apple TV+ may be uniquely positioned to inherit the mantle of the home of high-end, prestige television. From a standing start of just eight original titles, including The Morning Show, Dickinson and For All Mankind, Apple TV+ has been expanding its service by building out its own slate of original and exclusive TV shows and increasing its licensing activity.

Indeed, in April 2025, Apple TV+  hired ex HBO exec Jonathan Melber, in a newly created position as head of global licensing. A further increase in licensing activity seems likely, with this expected to favour quality and stylistic fit over quantity, and exclusivity over non-exclusivity. Apple TV+ has also mirrored HBO’s former pay business model in several key ways: a single tier, ad-free subscription, free trials and episode sampling  to help aid its overall focus on quality over pure volume.

Partnerships expand

To reduce churn and attract new subscribers, Apple has taken unusual steps to break out from its traditionally exclusive ecosystem. It has signed a number of aggregator re-sell deals, such as the deal to become an Amazon Channel in October 2024; a part of VoD bundles including Comcast’s StreamSaver bundle, with Netflix and Peacock; and signed bundling partnership with mobile and pay TV operators globally - such as T-Mobile (US),  O2 (UK), Canal+ (France), Tata Sky (India), KT (South Korea) and Sky (UK). Moreover, in South Korea, it is now offered as a premium content tier on TVing.  

In conclusion, Apple TV+ has been innovating its content and distribution strategy. However, to fully realise its potential as a premium TV brand comparable to HBO it must continue investing in distinctive, high-quality originals that reinforce its brand. Expanding partnerships undoubtedly helps reach, but the strength of Apple TV+’s creative identity will define its long term success.