Apple TV+ is finally ready for prime time

Apple TV+ launched three years ago and now boasts hit shows and a number of award wins. Charlotte Henry looks at its advances is in the streaming wars

- CHARLOTTE HENRY

When Apple TV+ launched on 1 November 2019, unlike its streaming rivals, the content on the service was entirely new. There was no back catalogue of previously aired shows and films. The focus was on original productions and has largely remained so ever since.

As a result, it is fair to say that in the early days of Apple TV+ its offering was rather… minimalist. There were a few key series that Apple hoped would be hits – The Morning Show, See and For All Mankind launched alongside more family-friendly offerings like Snoopy in Space and Helpsters. Horror series Servant from M Night Shyamalan followed at the end of November 2019.

There were also some hidden gems that premiered in the early months too. These included four-part documentary Visible: Out on Television which tells the history of LGBTQ+ people on television, and Home, a docuseries exploring some of the world’s most amazing houses.

There was praise for some for these shows, but the reaction from many audience members and critics was largely one of indifference. Cupertino was not deterred though. It kept signing major deals with some of the world’s biggest stars and continued fighting for eyeball attention by offering the service for free to those who bought Macs and iPhones.