What Is Apple TV and Who It’s For

Streaming wars are raging and more and more households are watching TV on their TVs. The market for streaming services and set-top boxes is hot. Consumers want seamless access to their favourite apps, just like traditional TV. Apple, alongside Roku, Amazon and Google, is positioning itself as both a hardware manufacturer and streaming service provider.

Apple TV+ is a big part of this strategy, priced at $9.99 a month. Apple still offers three months free to new device buyers, a tactic that locks users into their ecosystem. But as competition heats up, how does Apple TV stand out and what’s changed in the OTT landscape?

It’s smart to monetise the company’s existing market presence and undercut veteran competitors like Roku and Amazon by leveraging Apple’s existing market position and experience making high-end hardware.

In this short post we’ll look at the Apple TV hardware, give you a quick overview of the OTT landscape and help you understand how Apple TV fits into it.

What is Apple TV and how does it work?

Despite the name, Apple TV is not a TV but a premium streaming device (set-top box) that delivers OTT (Over-the-Top) content to any HDMI-equipped TV. Apple has not ventured into making its own TVs but the Apple TV is a seamless gateway to streaming services, deeply integrated into the Apple ecosystem.

The latest Apple TV 4K models support HDR10+, Dolby Vision and Dolby Atmos for a high-end audiovisual experience. Apple is refining the Siri Remote with voice control, a touch-enabled clickpad and integration with Apple HomeKit and AirPlay. The device is a hub for smart home automation so if you’re already in the Apple ecosystem, it’s a no brainer.

The Role of tvOS in Apple TV’s ecosystem

Apple TV runs on tvOS, Apple’s operating system for its streaming devices. Over the years tvOS has evolved into a robust platform for users and developers. The latest tvOS 18, released in 2025, introduces a more intuitive home screen with dynamic content recommendations and customisable widgets. Apple Intelligence is integrated to enhance AI-driven search with personalised results across multiple streaming services.

Multi-user profiles have improved with Siri voice recognition, each user can get tailored recommendations, keep their own watch history and app preferences. Gaming has expanded with better controller support, 120Hz refresh rate for smoother gameplay and deeper Apple Arcade integration.

Universal Casting and AirPlay 3 offers more seamless streaming from iOS, macOS and even third-party smart devices. Apple TV has become a central smart home hub, supporting Thread and Matter for broader home automation. Live sports and news aggregation has been baked into the home screen so you can access live TV instantly.

What is OTT?

OTT content is delivered to the viewer via the internet, bypassing cable, broadcast and satellite TV and increasingly bypassing all the companies that traditionally acted as controllers or distributors of such content. Examples of OTT content providers are Netflix, Hulu, Disney+ and Prime Video.

Since the number of households not yet connected to OTT services is dwindling, many of these providers are now focusing on making more advanced hardware and producing original content to attract new subscribers.

You can access OTT content using:

• Internet-connected devices (Android and iOS mobile phones, smart TVs),
• Set-top boxes connected to TV (such as Apple TV, Nvidia Shield, Fire TV, and Roku)
• Gaming consoles, 
• Tablets, desktop computers and laptops. 

The state of the OTT market

The global OTT market size (both devices and content) is projected to reach USD 229.97 billion by 2032.

Revenue is expected to demonstrate an annual growth rate (CAGR 2025-2029) of 6.56%, leading to a projected market volume of US$443.29bn by 2029.

Over 60% of OTT viewing now occurs directly on Smart TVs, reducing the necessity for standalone streaming devices.

Services like Netflix, Disney+, and Amazon Prime Video have introduced ad-supported tiers, changing monetisation strategies.

Personalisation continues to improve, leveraging AI to curate content across platforms.

Do you need an Apple TV in 2025? Alternatives to consider

Apple TV is one of the most expensive streaming boxes but do you really need one? Let’s look at the alternatives:

• Gaming consoles: PlayStation 5, Xbox Series X/S, and Nintendo Switch all offer streaming apps like Netflix, YouTube, and Disney+.
• Smart TVs: Most new TVs now come preloaded with streaming apps, eliminating the need for external hardware.
• Google Chromecast with Google TV: Supports 4K HDR, Google Assistant, and integrates with Android devices at a lower price point.
• Roku Ultra ($99.99): Feature-packed, including Dolby Vision, voice control, and a customizable interface.
• Amazon Fire TV Cube ($139.99): Offers hands-free Alexa control, fast navigation, and 4K HDR support.
• NVIDIA Shield TV Pro ($199.99): Geared toward power users, offering AI upscaling, cloud gaming, and premium performance.

Apple TV is the best choice if you’re deep in the Apple ecosystem, with AirPlay, Apple HomeKit and seamless media sharing between iPhones, iPads and Macs.

Do I need an iPhone to use Apple TV?

While having an iPhone enhances the Apple TV experience, you don’t need one to use it. Apple TV is a standalone streaming device and works with popular platforms. But you will need an Apple ID to sign in, download apps and purchase or rent content from the Apple TV app or iTunes Store.

Works better with Apple

Although Apple TV works on its own, users with Apple devices get extra benefits that make the experience better. AirPlay and Screen Mirroring lets you stream videos, photos and music from an iPhone, iPad or Mac to the TV. Apple TV becomes a smart home hub with Apple HomeKit so you can control HomeKit devices with Siri or the Home app.

The continuity features make Apple TV even more convenient for Apple users. Handoff and Universal Clipboard lets you start watching something on an iPhone or iPad and continue on Apple TV. Copy a link or text on an iPhone and you can paste it on Apple TV, making it more productive and user-friendly.

Apple TV also integrates with Apple Fitness+ and Apple Music. With Fitness+, Apple Watch users can track their workouts on the big screen in real time, perfect for home workouts. Apple Music offers a synced experience with real-time lyrics on the TV screen.While Apple TV works for non-Apple users, those using Android or Windows might find Google Chromecast, Amazon Fire TV or Roku more suitable. But for those in the Apple ecosystem, Apple TV delivers a premium experience with seamless connection and usability.

The Apple TV line-up in 2025

Apple has streamlined its OTT hardware lineup to focus on performance and integration:

Apple TV 4K (Wi-Fi, $129): The base model, ideal for streaming over Wi-Fi.

Apple TV 4K (Wi-Fi + Ethernet, $149): Adds a wired connection and Thread networking for smart home users.

Apple Vision Pro Integration: With the launch of the Apple Vision Pro mixed-reality headset, Apple TV apps are being optimised for spatial computing, adding another layer to the streaming experience.

The Siri‌ Remote

A key part of the Apple TV experience, the Siri Remote has evolved significantly over the years. Sleek aluminum design, the new version retains the minimalist look but is more user-friendly. The touch-enabled clickpad is precise and the circular gesture control makes content scrubbing more intuitive.

Voice commands are a big plus, with Siri offering advanced search, app launching and smart home control. You can ask Siri to find a movie, check the weather, control playback or even dim smart lights – all without leaving the couch. The remote’s integration with Apple HomeKit makes it a central control for smart home devices.

The USB-C charging port is another big upgrade, replacing the Lightning connector so you can use modern Apple accessories. The remote pairs seamlessly with Apple TV and is an essential part of the device’s ease of use, convenient and accessible to all.

Apple Siri Remote (source: Apple)

So, what is Apple TV good for anyway?

Apple TV is a premium solution for those who want a seamless, high-quality streaming experience within the Apple ecosystem. It’s for users who like a refined interface, smooth performance and deep integration with Apple devices. It’s perfect for those who rely on AirPlay, HomeKit automation and iCloud integration. For media consumption, Apple TV has all the major streaming services: Netflix, Disney+, Amazon Prime Video and of course, Apple TV+. It supports high-definition formats like 4K HDR, Dolby Vision and Dolby Atmos for an amazing viewing experience.

For gaming, Apple TV has Apple Arcade and cloud gaming platforms. With improved controller support and a high refresh rate, it’s a console-like experience for casual gamers. It also integrates well with Apple Music so it’s a great option for those who want a high-quality audio experience on their home theatre system.

Another use case is home automation. As a HomeKit hub, Apple TV lets you control smart home devices remotely, automate routines and manage security systems – it’s an essential tool for smart home enthusiasts.

Overall, Apple TV is a great option for Apple users who want an all-in-one entertainment and smart home solution. While others exist, none offer the same level of integration and seamless experience for those within the Apple ecosystem.

Summary

With Smart TV on the rise, more people are enjoying various activities on the big screen and opens up a lot of opportunities for mobile entrepreneurs.

As tvOS and Apple TV becomes more popular, more content providers will start to explore new ways to take advantage of what the medium has to offer. And it will present challenges: monetisation models, app discovery and customisations will be things that brands should consider in their long term strategy should they decide to enter the platform.

If you want to develop for Apple TV, find a trusted OTT development partner. Get in touch, tell us about your project and we’ll see what we can do for you!

As Apple TV matures and adds more features and functionality, we’ll see new use cases and experiences emerge, driven by the early adopters who are quick to capitalise on the new opportunities the platform provides.