Apple vs. Microsoft is one of the greatest rivalries in the history of tech, but the relationship took a more beneficial turn this week. The Apple TV app will soon be available on Windows devices, which means Microsoft owners will have a better way to enjoy hit shows like “Severance,” “Ted Lasso,” and movies like “Emancipation” on Apple TV+.

The introduction of an Apple TV and Apple Music apps designed specifically for Windows was first announced in October, according to MacRumors.com. Preview versions of both the Apple TV app and the Apple Music app are available now in the Microsoft apps store, which users can download and start testing.

Previously, users of Microsoft devices, including PCs and Xbox game consoles, had to use the outdated iTunes for Windows app, or a web browser to access Apple TV+ content. The app can also be used to rent or purchase movies and shows on iTunes, and even features a miniplayer mode, according to the Verge.

One important note for potential users, since this app is still in preview mode, if you decide to install the new Apple TV app, iTunes will no longer open, and audiobooks or podcasts on this device will be inaccessible until a compatible version of iTunes is released. To revert back to iTunes, you’ll need to uninstall this version of the app.

Microsoft is not the only heated rival that Apple is branching out to in order to expand its reach. The tech company is reportedly testing a version of the Apple TV app for Android, and a wide launch of that product is expected in the coming months. Much like Microsoft users, the only way for Android users to enjoy Apple TV+ currently is via a web browser.

Apple expanding the reach and functionality of Apple TV+ for users of rival devices is a smart move, especially this year. The Major League Soccer season begins at the end of February, and Apple TV+ will serve as the league’s home for the next 10 years. Thanks to the soon-to-be-complete Apple TV app for Windows, Apple will have an even bigger potential soccer fanbase to pull new customers from.

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Apple TV

Apple TV (formerly known as Apple TV+) is a subscription video streaming service for $14.99 per month, offering a growing slate of original series, films, documentaries, and specials. Unlike other platforms that combine licensed titles with originals, Apple TV is built entirely around exclusive programming, making it the home of critically acclaimed hits such as “Ted Lasso,” “Severance,” “The Morning Show,” and “Silo.” Its lineup continues to expand with award-winning dramas, comedies, family-friendly shows, and blockbuster original films like “CODA,” which won the Academy Award for Best Picture.

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In October 2025, Apple TV agreed to a deal with Formula 1 to exclusively broadcast all Formula 1 races starting with the 2026 season.

Apple TV also features coverage of all regular-season matches for Major League Soccer (MLS) at no additional cost.

On August 28th, 2026, the price of Apple TV was increased from $12.99 per month to $14.99 per month, the second increase in as many years.

The service is available worldwide through the Apple TV app, which is built into Apple devices and supported on most smart TVs, streaming players like Roku and Fire TV, game consoles, and web browsers. Subscribers can watch on demand, download episodes and movies for offline viewing, and stream in 4K with Dolby Vision and Dolby Atmos, where available. Apple TV also offers family sharing, allowing up to six people to use one subscription at no extra cost.

With a competitive monthly price and bundles available through Apple One — which combines Apple TV with Apple Music, Apple Arcade, iCloud storage, and more — the service continues to grow as a key part of Apple’s ecosystem. Apple TV delivers one of the strongest collections of exclusive content in the streaming space for viewers seeking prestige originals, cinematic storytelling, and seamless access across devices.

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