Apple TV vs. Apple TV+

The subscription only covers Apple-original content; click here for the list of it. Items which show an individual price aren't part of either paid or trial memberships and cost the same regardless of status.

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Apple TV is a hardware box made by Apple to stream online content from various streaming providers.

AppleTV is an application on iPhones, iPads, Macs and certain other devices that aggregates streaming video watching into one app.

AppleTV+ is Apple’s streaming service that delivers Apple Original content only.

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Apple’s marketing machine should be able to explain it this concisely.