Apple is extending an olive branch to Android. As of yesterday, Android users can download Apple TV+, and gain full access to the films, TV shows, and live sports available on the platform, Ars Technica reports.

It’s not unprecedented… Flagship services like iMessage and FaceTime have been exclusive to Apple users to ensure consumer retention, but the tech giant has been far more lenient with their media services. iTunes was always available for download on Windows-run hardware, and Apple Music has been available to Android users since 2015.

…But it’s not out of just the goodness of their hearts. Apple’s services division, which includes everything from iCloud to Apple Music, thrives on subscriptions. By rolling out their streaming service on Android phones and tablets, Apple is crossing enemy lines to tap into a market that was wholly disconnected from their ecosystem.

What to expect as an Android user: Apple is, for the first time, allowing subscriptions through Google’s payment system. Google TV users will remember that, previously, all subscriptions had to be made through a different device. Football fans will be happy to see Apple’s MLS Season Pass — Apple’s foray into sports streaming — on the roster, giving them access to every major league soccer game — though as a separate service.

The pricing: You can subscribe to AppleTV+ for USD 9.99 per month, with a complimentary seven-day trial to ease you in. The Apple One bundle, which includes 2TB of iCloud storage, an Apple Music subscription, and access to Apple Arcade, is priced at USD 19.95 per month. The MLS Season Pass is available for USD 14.99 per month or USD 99 per season, with a markdown of USD 2 per month or USD 20 per year if you’re already subscribed to Apple TV+.

Does Apple need the subscribers? AppleTV+ has been behind many celebrated TV shows like Severance, Ted Lasso, and Shrinking, but is still lagging far behind rivals like Netflix and Disney+. A 2024 report from Bloomberg noted that Apple TV+ generates less viewing in one month that Netflix does in a single day. But, according to Forbes, the platform lost over half a mn subscribers last year alone, despite spending over USD 20 bn in original content. Ars Technica and Fast Company theorize that this may be a marketing issue — last year, Apple spent USD 19.9 mn on Apple TV+ commercials, just half of what was spent on the latest iPhone.

It’s also a quality issue — Apple is committed to quality over quantity. Apple’s library consists of 80 films and 180 TV shows, all exclusive to their streaming service, while Netflix offers 18k choices to pick from. Last November, Bloomberg cited a source familiar to the matter who claimed that Apple is shopping its roster to foreign TV networks for licensing, but isn’t considering third party platforms as candidates. Unlike strategies being executed by other big streaming companies like Netflix and Disney+ to slash original content budgets and hedge safer bets, Apple is planning to “get people familiar with its smaller but powerful content slate while being more budget-conscious.” Enter Android.

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