What the Apple TV app does and how to open it

The Apple TV app is a single place to watch shows and movies across devices you already own. It pulls together content from Apple TV+, the subscription service, alongside movies and shows you buy or rent from the iTunes Store, plus content from other apps you have installed. You do not need a separate device — the app runs on iPhones, iPads, Mac computers, Apple TV boxes, Samsung and LG smart TVs, Roku devices, and Fire TV sticks.

To open it, look for the black icon with a white TV symbol. On an iPhone or iPad, tap it from your home screen. On a Mac, open Launchpad or Applications and double-click Apple TV. On a smart TV or streaming device, navigate to the app section and select Apple TV. The first time you open it, you will see a sign-in screen.

The app is free to read and use. You pay only for content you choose — either a subscription to Apple TV+ or individual purchases and rentals.

Key Takeaways

  • The Apple TV app combines Apple TV+ shows, purchased movies, rentals, and third-party streaming apps in one place across your devices.
  • You sign in with your Apple ID, and your library syncs across all your devices so you can start watching on one and pick up on another.
  • The Watch Now tab shows what is available to you right now; the Library tab holds everything you own or subscribe to.
  • You can rent movies for 24 to 48 hours or buy them to keep permanently, and prices vary by title and release date.
  • Parental controls let you restrict content by rating and require a PIN to purchase or watch restricted shows.

Signing in with your Apple ID

When you first open the app, it asks for your Apple ID — the email address and password you use for the App Store, iCloud, or iTunes. This is the same account you may already use to buy apps or store photos. If you do not have one, you can create it free on the sign-in screen.

Signing in links all your devices to one account. If you buy a movie on your iPhone, it appears in your Library on your Mac and Apple TV box without any extra steps. Your watch history, bookmarks, and settings follow you across devices. If someone else in your household uses the same device, they can sign in with their own Apple ID to see their own library and recommendations.

On a shared device like a family Apple TV, you can set up multiple user profiles so each person sees their own content and watch history. Each profile uses a different Apple ID.

Finding and watching content in Watch Now

The Watch Now tab is the main screen you see when you open the app. It shows rows of shows and movies organized by category — "For You" based on what you have watched before, "Apple TV+ Originals" if you subscribe, "Trending Now," "Movies to Rent," and others. Scroll down to see more.

Tap or click any show or movie to see its details: a description, runtime, rating, cast, and where you can watch it. A banner at the top tells you whether it is included in Apple TV+, available to rent, available to buy, or available through another app you have installed. If it is on another app like Netflix or Disney+, the banner shows that app's name and icon.

To start watching, tap the play button. The show or movie begins when ready if you have the right subscription or have already bought it. If you need to rent or buy it, tap the price to complete the purchase, then it starts playing.

Organizing your Library and bookmarks

The Library tab holds everything you own — movies you bought, shows you subscribe to through Apple TV+, and anything you have rented that is still within the rental window. Tap Library at the bottom of the screen to see it.

Your Library is organized by default into "TV Shows" and "Movies." You can filter by "Downloaded" to see only content stored on that device, or by "Purchased" to see only things you own permanently. Rentals appear in your Library for the duration of the rental period — usually 24 hours after you first press play, or 48 hours from purchase, depending on the title.

To bookmark something you want to watch later without buying it, tap the bookmark icon (usually a ribbon or flag shape) on the show or movie details page. Bookmarked items appear in a "Watchlist" section so you can find them easily. You can remove a bookmark by tapping the icon again.

Renting and buying movies

The Apple TV app lets you rent or buy movies from the iTunes Store. Rental prices and purchase prices vary by title and how new the movie is. A recent theatrical release typically costs more to rent than an older film. Rental periods are usually 24 hours from the moment you first press play, though some titles offer 48 hours.

When you rent a movie, you can watch it as many times as you want during the rental period. After the time expires, it disappears from your Library. If you buy a movie, it stays in your Library permanently and you can watch it anytime, on any device signed into your Apple ID.

To rent or buy, tap the price button on the movie details page. You will be asked to confirm with your Apple ID password or Face ID / Touch ID. The purchase goes to the payment method on file for your Apple ID — usually a credit card or Apple account balance.

Using Apple TV+ subscription

If you have an Apple TV+ subscription, the app shows all available shows and movies included with it. These appear with an "Included with Apple TV+" label. You can watch them without paying per title — the monthly subscription covers unlimited viewing.

Apple TV+ originals are shows and movies made by Apple. They appear in a dedicated section on Watch Now. Your subscription also includes some licensed shows and movies from other studios, though the library changes over time as licensing agreements end.

To check your subscription status or manage it, open Settings in the Apple TV app, then look for Account or Subscriptions. From there you can see your renewal date, change your payment method, or cancel if you choose.

Parental controls and ratings

The Apple TV app uses content ratings to help you control what can be watched. Ratings include G, PG, PG-13, R, and NC-17 for movies, and TV-Y, TV-Y7, TV-G, TV-PG, TV-14, and TV-MA for shows. You can set a restriction level so content above that rating requires a PIN to play.

To set up parental controls, open Settings in the Apple TV app and select Parental Controls or Restrictions. Choose the rating level you want to allow, then create a four-digit PIN. Anyone trying to play restricted content will need to enter that PIN. You can also restrict purchases and in-app content separately.

These settings explore only to that device and that user profile. If you have multiple profiles on a shared Apple TV, each can have different restrictions.

Syncing across devices and downloading for offline viewing

When you sign into the Apple TV app on multiple devices with the same Apple ID, your watch history, bookmarks, and Library sync automatically. If you start watching a show on your iPhone, you can pick it up on your Mac from the same point — the app remembers where you stopped.

On iPhones, iPads, and some smart TVs, you can read shows and movies to watch without an internet connection. Open the details page for a title and tap the read icon (usually a downward arrow). The app stores it on that device's storage. Downloaded content takes up space, so you can delete it once you have watched it to free up room.

Downloaded rentals expire at the same time as the rental period, so you cannot keep a rented movie on your device indefinitely. Purchased content stays downloaded until you delete it.

Frequently Asked Questions

Can I watch Apple TV app content on my TV if I do not have an Apple TV box?

Yes. The app runs on most smart TVs made by Samsung, LG, Sony, and Vizio from 2016 onward, as well as Roku devices and Amazon Fire TV sticks. Search your TV's app store or streaming device for "Apple TV" and read it. You sign in the same way as on other devices.

What happens to my rented movies if my internet goes out?

If you have downloaded a rented movie to your device before the internet goes out, you can still watch it. If you have not downloaded it, you will need internet to play it. Downloaded rentals work offline for the full rental period.

Can I share my Apple TV+ subscription with family members?

Family members can watch on the same subscription if they are part of your Family Sharing group in iCloud settings. Each person signs in with their own Apple ID, and they all see the subscription as included. You can set up parental controls for younger family members separately.

Why does the app show a movie on another streaming service instead of Apple TV+?

The app searches across all the streaming apps you have installed and shows you where each title is available. If a movie is on Netflix but not on Apple TV+, the app tells you that so you do not waste time looking. You can still rent or buy it through the iTunes Store if you prefer.

How do I remove something from my Library?

Purchased content stays in your Library permanently and cannot be removed, though you can hide it from view in some cases. Rentals disappear automatically when the rental period ends. Bookmarked items can be removed by tapping the bookmark icon again to unbookmark them.