Apple TV+ (pronounced Apple TV Plus) is an American over-the-top (direct streaming) ad-free subscription video on demand web television service announced by Apple Inc. in 2019. Apple TV+ content will be viewable through Apple's TV app, which is slated to become accessible to numerous consumer electronics devices, including those of Apple's competitors. The service will compete with other general-interest subscription services (such as Netflix and Amazon Prime Video).

Apple TV+, along with the simultaneously announced Apple TV Channels a la carte premium video subscription aggregation service, is part of the company's concerted effort to expand its service by making distributed video content available widely to the public.