How is Apple TV

Perhaps this may help too:

Apple TV+ is $4.99 per month, everything else in the Apple TV app are additional charges. If you are unclear on what the difference is between Apple TV+ and what the Apple TV app is it's pretty simple.

• The Apple TV app is simply a single place to buy content, including Apple TV+ content, Showtime, CBS, and lots of other content. 
• Apple TV + is Apple's own proprietary content, currently it is a small library of content which is why it is inexpensive. The good news is the library is constantly growing and adding some pretty good content!

If you are still confused please visit www.apple.com/tv and look over Apple's TV offerings which include:

• Apple TV HD (hardware)
• Apple TV 4K (hardware)
• Apple TV app (as described above)
• Apple TV + (as described above)
• AirPlay
• Accessories

appletv the box is a one time purchase, it's sort of like an ipad that use your tv as display and have an app store with various apps from third party content providers

appletv+ is a streaming channel apple makes

you can see it's subscription price on this page Apple TV+ - Apple