According to 9to5Mac, Apple TV+ has officially dropped the ‘+’ from its name and is now simply called Apple TV. Starting in 2026, the service will include Formula 1 coverage for all US subscribers at no extra charge, providing full season access including practice, qualifying, and races. The $12.99 monthly subscription will also include MLS Season Pass, eliminating the previous $99 annual add-on fee. Combined, these additions represent $209 of new value for US customers. The service will also accelerate its original content releases to nearly one new original every week in 2026. Apple TV launched in late 2019 with just 7 original series and one movie, but now boasts over 300 exclusive shows and films.
The sports gambit
Here’s the thing about streaming wars – everyone’s fighting for attention, and sports is the ultimate weapon. Apple‘s move to bundle F1 and MLS into the base subscription is genuinely smart. They’re basically taking two premium sports packages that used to require separate $129 and $99 annual payments and just throwing them in for free. That’s a massive value proposition, especially for cord-cutters who are tired of paying for sports through multiple services.
And think about the timing – 2026 is when they’re launching the F1 movie too. They’re creating this complete ecosystem around motorsports. You watch the actual races, then you get the Hollywood blockbuster version. It’s cross-promotional genius. The MLS integration is equally clever since they already had the infrastructure from their existing partnership.
Content acceleration
But sports isn’t the whole story. Apple’s original content strategy has been fascinating to watch. They started with that tiny library of just 7 shows back in 2019, and now they’re promising nearly weekly original releases? That’s an insane ramp-up. In 2025 they released 46 originals, which was already respectable, but weekly drops would put them at over 50.
The return of Ted Lasso in 2026 is huge too – that’s their flagship comedy that brought in tons of subscribers initially. Combined with the F1 movie in December, they’re creating this constant drumbeat of must-watch content. It addresses the biggest criticism against Apple TV – the small library compared to Netflix or Amazon.
Pricing and positioning
Now let’s talk money. Yes, Apple raised the price to $12.99 in August, but compared to the competition? They’re still the cheapest ad-free premium streamer out there. Netflix starts at $15.49 for their basic HD plan without ads, and Max is $15.99. Apple’s including 4K HDR and Dolby Atmos at that price point too.
The bundling strategy is where things get really interesting. The Apple One bundle didn’t get more expensive when Apple TV standalone did. And that Comcast partnership for the Apple TV Peacock bundle at $14.99? That’s aggressive customer acquisition. Making the app available on Android and through Prime Video shows they’re serious about reaching beyond the Apple ecosystem too.
What it all means
Basically, Apple is playing the long game here. They’re not trying to be Netflix with thousands of titles. They’re curating a premium experience with high-quality originals and now major sports. The value proposition for $12.99 is becoming increasingly difficult to ignore, especially if you’re into F1 or soccer.
Will this be enough to seriously challenge the streaming giants? It’s definitely making Apple TV more “sticky” as 9to5Mac puts it. Reduced churn means more stable revenue, which fuels more content investment. For consumers, we’re seeing genuine competition that actually benefits us for once. You can check out Apple TV here if you want to see what all the fuss is about.
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