Apple does not manufacture or sell a physical television set
Apple has never built a TV you can buy and hang on your wall. The company makes the Apple TV, which is a small streaming device that connects to any television you already own — but that device is not a television itself. It is a box that sits under or near your TV and streams video content to the screen.
This distinction matters because many people search for "Apple TV" expecting to find an actual television brand. Apple instead focuses on the software and streaming hardware side of the business. If you want to watch Apple's services on a television, you need to own a TV from another manufacturer — such as Samsung, LG, Sony, or Vizio — and then connect an Apple TV device to it, or use a TV that has Apple TV built into its operating system.
Key Takeaways
- Apple TV is a streaming device, not a television set, and requires you to own a separate TV to use it.
- Some television manufacturers now build Apple TV software directly into their sets, so you can stream Apple content without a separate box.
- Apple TV devices range from the entry-level model to the high-end Apple TV 4K, each with different storage and processing power.
- If you own an iPhone, iPad, or Mac, you can also mirror or cast content to any TV that has an Apple TV device connected to it.
What Apple TV actually is
The Apple TV is a streaming media player — a small rectangular box that plugs into your television's HDMI port and connects to your home internet. Once connected, it gives you access to the Apple TV app, which includes Apple TV+, the App Store, and other streaming services like Netflix, Disney+, and Hulu. You control it with a remote or with your iPhone.
Apple makes two main versions: the standard Apple TV 4K and the older Apple TV HD. The 4K model supports higher resolution video and faster processing, while the HD model is less expensive but limited to 1080p video output. Both require an HDMI cable and a power outlet, plus a Wi-Fi connection or ethernet cable for internet access.
Think of it the same way you would think of a Roku, Amazon Fire Stick, or Google Chromecast — these are all devices that turn a regular TV into a smart TV. Apple's version is straightforward made by Apple and works best with Apple's own services and devices.
TVs that have Apple TV built in
In recent years, some television manufacturers have licensed Apple TV software and built it directly into their sets. This means you do not need a separate Apple TV box — the TV itself runs the Apple TV app. Samsung, LG, Sony, and Vizio have all released models with this feature, though not every model from these brands includes it.
If you are shopping for a new TV and want Apple TV built in, check the product specifications or ask the retailer whether the model supports Apple TV. This feature is most common in higher-end and mid-range models, and it is becoming more standard as time goes on. Having it built in saves you the cost of buying a separate device and reduces the number of remotes you need.
Even if your TV does not have Apple TV built in, you can still use Apple's services by connecting an Apple TV device to any TV with an HDMI port. This is true whether your TV is brand new or several years old.
How to use Apple services on your television
If you own an Apple TV device or have a TV with Apple TV built in, you sign in with your Apple ID to access Apple TV+, Apple Music, Apple News+, and other services. You can also read apps from the App Store that runs on Apple TV, giving you access to third-party streaming services.
If you do not own an Apple TV device or a TV with Apple TV built in, you have other options. You can use AirPlay to mirror content from your iPhone, iPad, or Mac to any TV that has an Apple TV device connected. You can also cast content from these devices to compatible third-party TVs using AirPlay 2, though this requires the TV to support the feature.
Another option is to use a different streaming device altogether — Roku, Amazon Fire Stick, and Google Chromecast all support the Apple TV app, so you can watch Apple TV+ on those devices instead. This gives you flexibility if you already own a different streaming box or prefer a different ecosystem.
Apple TV device models and their differences
The Apple TV 4K is Apple's current flagship model. It supports 4K video at 60 frames per second, has a faster processor than older models, and comes with either 64GB or 256GB of storage. The higher storage option is useful if you plan to read apps or games. It also supports Dolby Vision and Dolby Atmos for better picture and sound quality on compatible TVs and audio systems.
The Apple TV HD is the older, less expensive option. It outputs video at 1080p resolution instead of 4K, has less processing power, and comes with 32GB of storage. It still runs most apps and services, but it is slower and cannot display the highest video quality. Apple has not updated this model in several years, so it may eventually be phased out.
Both models use the same remote and connect to your TV the same way. The choice between them depends on whether your TV supports 4K, whether you want faster performance, and how much you are willing to spend. If your TV is 4K and you watch a lot of video content, the Apple TV 4K is worth the extra cost. If your TV is 1080p or you mainly use it for basic streaming, the Apple TV HD works fine.
Why Apple does not make a television
Apple has chosen to focus on the software and streaming device market rather than manufacturing televisions. Building a TV requires managing supply chains, dealing with panel manufacturers, competing on price with companies like Samsung and LG that have been making TVs for decades, and handling physical distribution and repairs. Apple prefers to control the software experience and let other companies handle the hardware manufacturing.
This strategy has worked well for Apple. The company makes money from Apple TV+ subscriptions, from selling Apple TV devices, and from taking a cut of purchases made through the App Store on Apple TV. It avoids the thin profit margins and complexity of the television manufacturing business.
There has been occasional speculation over the years that Apple might enter the TV market, but nothing has materialized. For now, Apple's role is to provide the streaming device and software, while you provide or choose the television itself.
Frequently Asked Questions
Can I watch Apple TV+ without buying an Apple TV device?
Yes. You can watch Apple TV+ on your iPhone, iPad, Mac, or any other device that has the Apple TV app installed. You can also watch it on a TV if that TV has Apple TV built in, or if you use a different streaming device like Roku or Amazon Fire Stick that supports the Apple TV app. The Apple TV device is one option, not the only option.
Do I need an Apple ID to use Apple TV?
Yes, you need an Apple ID to sign in to the Apple TV app and access your subscriptions and content. If you do not have an Apple ID, you can create one for free on Apple's website or through your iPhone, iPad, or Mac. Once you have one, you can use it on any Apple TV device or compatible TV.
What is the difference between Apple TV and Apple TV+?
Apple TV is the device or app that streams content. Apple TV+ is a subscription service that costs money and gives you access to original shows and movies made by Apple. You can use the Apple TV device or app to watch many other services for free or with separate subscriptions, such as Netflix or YouTube.
Can I use an Apple TV device with a non-Apple television?
Yes, absolutely. The Apple TV device works with any television that has an HDMI port, regardless of the brand. You just plug it in, connect to Wi-Fi, and sign in with your Apple ID. The TV does not need to be made by Apple or have any Apple features built in.
Is Apple TV 4K worth the extra cost over Apple TV HD?
It depends on your TV and how you watch content. If your television supports 4K resolution and you watch a lot of movies or shows in 4K, the Apple TV 4K is worth it because you will see better picture quality. If your TV is 1080p or you mainly watch news and sports, the Apple TV HD is sufficient and costs less. Check your TV's specifications to see what resolution it supports.