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We were looking for something to watch and saw the price has gone up to $12.99. I wonder if they'll include a permanent free subscription with new Apple TVs. Doesn't have to be the whole library, just a rotating selection of shows/seasons. Having an "always on" subscription sounds more appealing than playing the promo game. I personally would be more likely to watch and then upgrade for a few months if everything wasn't behind a paywall. Like Costco samples for streaming.

I just think they must be losing mega money on Apple TV because there are so many free trials.. I bank with Barclays in the UK and I get it for free as part of that… prior to that I got 6 months free with my phone network EE.. then loads of other trials when upgrading phones and devices etc..

My hope would be that they offer a larger catalogue of non Apple originals so they can truly challenge Netflix etc

I hardly watch it and it’s free for me
 
Wow! I almost overlooked this vital information. But why is it called TV when it's actually a streaming service?
 
So given that we’re 18 hours post announcement and the TV & Home page on Apple’s sit hasn’t been updated yet, I’m fairly confident in saying that there’s going to be new hardware this week and it’s all going to be updated at once.
 
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Regular people never called it Apple TV+ anyway

It’s always either “on Apple” or “on Apple TV” or “on Apple’s streaming service”

Someone suggested the Apple TV might get renamed soon, I also think it’s possible
Then the Apple TV app should be renamed to just “TV” or something so we can get rid of “Watch Apple TV from Apple TV on your Apple TV”
 
Will this mean I can watch my purchased movies via the Apple tv app on my 2020 viera?

I can only currently steal Apple tv+ subscription content not purchased stuff.

Prime is able to stream content from other providers if subscribed to under their platform. Physical Apple TV tries to amalgamate content from other providers too but opens their app which isn’t always elegant to have to sign into again.
 
Maybe the idea is to show that the Apple TV box is more than just an overpriced alternative to Fire Sticks, Roku Boxes etc. Launching a new box/refresh is the proper time to rebrand naming wise but it surely has to be leveraging its other abilities to make the value proposition better:

High performance streaming box
Yes it supplements older TVs where the onboard CPU or software are lagging, some users might want to avoid unnecessary adverts or data collection. Later iterations of paired processors could deliver esoteric HDR formats, high refresh rates, and audio options.

Thread Border Router/Homekit Hub
This is only in the higher end model of the 3rd generation 4k box (with ethernet port) although all versions of the 2nd generation 4k box have it - clearly the driving force behind some users trying to rename it with a variation of the HomePod name. It already is useful as a base unit for Continuity Camera unit for FaceTime calls. I would have thought it's a better idea for all versions of the next AppleTV hardware to have this functionality built in considering the very inexpensive HomePod mini has a Thread Border router built in.

Gaming Box
This assumes Apple keep the next refresh reasonably up to date but using an A18 or A19 CPU has the potential for some high quality games. Technology wise an A19 might compete with Nintendo Switch 2 while M4 (ie a Mac mini) would compete with Xbox Series S. If they were to go for gaming they'd need to reintroduce a fan to the AppleTV.

If Apple were to move this box into the games market then the price isn't too high. Imagine what an M5 Mac mini could do if it was able to boot into tvOS for games. After all, why else would Apple be creating a standalone Gaming app, porting tool kit, etc at WWDC25?
 
It does plug into a TV though?

I mean ... it's also odd we are calling things "MacBooks" -- they aren't books.

Well they open and close like books.... the Apple TV does nothing TV like at all. It doesn't even do Television:

television
/ˈtɛlɪˌvɪʒn,ˌtɛlɪˈvɪʒn/
a device with a screen for receiving television signals.

I'd call it a BingePod.
 
I just think they must be losing mega money on Apple TV because there are so many free trials.. I bank with Barclays in the UK and I get it for free as part of that… prior to that I got 6 months free with my phone network EE.. then loads of other trials when upgrading phones and devices etc..

My hope would be that they offer a larger catalogue of non Apple originals so they can truly challenge Netflix etc

I hardly watch it and it’s free for me
Just because it's free to you doesn't mean Apple aren't receiving something for it from the intermediary, although it's likely a discounted fee.
 
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It's not the first time Apple has painted themselves into a corner with naming. How many years did we download movies from iTunes? I'll be happy if a new AppleTV box comes out with a new name.
 
I get a large 16 inch portable monitor and iPhones wonderful speakers in a portable package that cost less than buying an iPad that maxes out at 13” for the iPad Air. When travelling I can even connect to a hotel or AirBnB tv and don’t have to hassle with additional devices. How is this a terrible experience for minimize device ownership, portability and simplicity.
Sure maybe in a hotel room where you have no other option, but not on your living room TV
 
Confusing unless Apple is planning on a different name for its TV hardware/box. Will know for sure when it gets updated. Maybe Apple has plans to make TV ad supported plan and TV+ as an ad free plan in the future.
I think that's exactly what they'll do. Nice little $/£3 increase if you sub up individually but if you sign up for Apple One it's only $/£1 more with Apple One...
 
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I think that's exactly what they'll do. Nice little $/£3 increase if you sub up individually but if you sign up for Apple One it's only $/£1 more with Apple One...


Here's my offer for Apple:

Screenshot 2025-10-15 at 06.35.23.png
 
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