Apple’s premium streaming service, recently renamed simply Apple TV (dropping the original ‘+’ suffix), is executing an aggressive strategy to gain subscribers by dramatically increasing the value of its base subscription. This effort is spearheaded by the unprecedented inclusion of major live sports and a commitment to premiere a new original show or movie nearly every week in 2026.
According to a recent report, the value proposition for US subscribers is soaring, primarily driven by two massive additions to the sports lineup.
Formula 1 and MLS Now Included in Base Subscription
Starting in 2026, Apple TV subscribers in the United States will receive over $200 in new value with the absorption of two major, previously separate sports packages:
- Formula 1 (F1): Apple TV will launch its F1 coverage next year, making the full season—including practice, qualifying, and Sunday races—available live and on-demand to all US subscribers at no extra charge. Crucially, this integration includes the entire feature set and content of F1 TV Premium, a service that previously cost $129 annually.
- Major League Soccer (MLS): The company has also announced that all MLS broadcasts, encompassing the regular season and playoff games, will now be included with the standard Apple TV subscription. This replaces the former structure, which required a separate $99 MLS Season Pass add-on to access all games.
Originals Library to Accelerate to Weekly Releases
While the service launched six years ago in 2019 with a modest selection of just seven original series and one movie, Apple TV has since expanded its library to over 300 exclusive shows and movies.
The pace of content production is set to accelerate further. Apple TV executive Zack Van Amburg confirmed in a recent interview that the service will aim to premiere “a new original nearly every single week in 2026.”
This production commitment follows a strong 2025, which saw the release of 46 new originals. Key premieres already announced for the near future include the streaming debut of the theatrical blockbuster F1: Movie in December, and the highly anticipated return of Apple’s most popular comedy series, Ted Lasso, with a new season in 2026.
Strategic Pricing and Expansion
Despite a price increase to $12.99 per month in August 2025, Apple TV remains the cheapest ad-free service among major US streamers, offering full 4K HDR streaming with Dolby Atmos.
Apple is also utilizing aggressive bundling and market expansion tactics to widen its reach:
- The price of the Apple One bundle was notably not raised alongside the standalone subscription price.
- The company established a new partnership with Comcast to launch the Apple TV Peacock bundle offer, allowing US customers to subscribe to both services for just $14.99 per month.
- The service is broadening its distribution by launching the Apple TV app on Android and increasing its presence through partnerships like the Prime Video channel integration.
