When Apple TV+ first turned up in 2019, many of us, myself included, probably raised an eyebrow. Another streaming service? Did we really need it? Fast forward to today, and it’s certainly made its mark as a genuine contender in the crowded streaming landscape. While it might not boast the sheer volume of content you’d find on Netflix or Amazon Prime Video, its strategy is quite different.
The Apple TV+ Content Strategy: Quality Over Quantity
This is perhaps the most defining characteristic of Apple TV+. Unlike many of its rivals, who seem to be in a constant race to churn out as much content as possible, Apple TV+ has opted for a “short and quality” approach. They’re not interested in being the biggest library on the block; they’re aiming to be the one with the best stuff.
To put this into perspective, a recent survey found that Apple TV+ only has around 277 titles, whereas Amazon Prime Video reportedly pushes over 14,500, and Netflix has more than 6,600. However, this smaller catalogue hasn’t stopped it from topping quality ratings. It holds the highest IMDb quality ratings across 19 genre categories, averaging 7.01 out of 10 for its movies and series, and 7.3/10 for family content. This focus on high-end, buzzworthy series with A-list talent is a deliberate choice. The thinking here is to cultivate a loyal audience with consistently high-calibre productions rather than relying on a single breakout hit.
The Standout Shows and Films
So, what exactly are these high-quality productions everyone talks about? Let’s dive into some of the highlights.
Ted Lasso
This is arguably Apple TV+’s flagship show, a heartwarming comedy that truly captured the zeitgeist. It’s a show that masterfully explores themes of “pain and decency” and the humour that can be found amidst melancholy. While its third season drew mixed reactions, with some viewers feeling it lost its way or became “too much drama”, many still found it enjoyable and appreciated its continued focus on good values and optimism. Plus, for fans, the news of a fourth season is a welcome surprise.
Shrinking
If you enjoyed Ted Lasso, Shrinking will likely be right up your street. It shares creators Bill Lawrence and Brett Goldstein with Ted Lasso and has a similar emotional core, though it expresses its themes of support and kindness in a quieter, more direct way through everyday interactions. The cast is truly stellar, featuring Jason Segel and a standout, surprisingly hilarious performance from Harrison Ford. It’s an ensemble comedy-drama packed with great jokes.
Severance
This sci-fi thriller is a compelling and often unsettling exploration of work-life balance through a technological lens. It’s garnered significant praise for its unique concept, stunning visual style, and strong performances from a cast including Adam Scott, Patricia Arquette, John Turturro, and Christopher Walken. It’s a show that builds dread masterfully and leaves you desperate for more, especially with its recent second season wrapping up.
For All Mankind
For the sci-fi aficionados, this alternate history series is a must-watch. It imagines a world where the Soviet Union landed on the Moon before the United States, sparking an extended space race. Co-created by Ronald D. Moore, it’s lauded for its rich character development and long-term narrative planning, spanning decades and continually evolving. It’s now well into its fourth season, still delivering breathtaking action and deep thematic explorations.
Other notable mentions include the Oscar-winning film CODA, the intricate generational drama Pachinko, the spy thriller Slow Horses, the dystopian mystery Silo, and the star-studded The Morning Show. There’s a decent array of genres, from dark comedies like Bad Sisters to historical dramas like Masters of the Air, and even a travel show with Eugene Levy. The platform has certainly been building a respectable catalogue that has earned 471 wins and 2,090 award nominations since its launch.
User Experience and Technical Specifications
Apple TV+ integrates rather nicely across Apple’s own hardware, like iPhones, iPads, Macs, and Apple TVs. However, you don’t need to be fully immersed in the Apple ecosystem to use it; the app is available on a variety of other devices, including Roku, Amazon Fire TV, PlayStation, Xbox, and most smart TVs. You can even subscribe through Prime Video Channels, which is a neat way to consolidate your streaming subscriptions.
From a technical standpoint, the service generally delivers a premium viewing experience, supporting 4K HDR with Dolby Vision for picture quality and Dolby Atmos for sound. It’s even taken top honours for its 4K content ratings.
However, some users have noted aspects of the user interface can be a bit confusing, particularly the way it bundles paid content from the iTunes store alongside the subscription-included Apple Originals. A few have also reported issues with server stability and buffering, though this isn’t a widespread complaint.
Pricing and Overall Value
Currently, a standalone Apple TV+ subscription will set you back £9.99 a month (as of May 2025). This puts it at a more affordable price point compared to some other ad-free streaming services. Apple also offers various ways to try it out for free: a seven-day trial, a one-month trial if you sign up for an Apple One bundle, or even three free months when you purchase a new Apple device.
The question of whether it’s “worth it” often comes down to individual priorities. If you prioritise a vast, almost endless library of content, Apple TV+ might feel a bit sparse. With its relatively small collection, some argue you could watch most of what interests you during a free trial or a short subscription period and then cancel.
However, if your preference leans heavily towards quality over sheer quantity, and you appreciate well-produced, original shows with big names attached, then Apple TV+ offers significant value. Many subscribers, myself included, find the consistent high standard of its original programming justifies the cost, especially if it’s part of an Apple One bundle.
Ultimately, Apple TV+ isn’t trying to be Netflix or Prime Video. It’s carving out its own niche by focusing on what it calls “short but high-quality series”. While it faces stiff competition and the challenge of retaining subscribers without a massive back catalogue or established franchises, its commitment to premium, original storytelling and powerful financial backing from Apple Inc. means it’s definitely one to keep an eye on. If you’re looking for fewer, but generally better, things to watch, it’s certainly worth a gander.
