Apple Shares New Apple TV Ad Focused on Apps

Apple today shared a new Apple TV ad on its YouTube channel, highlighting the many apps and games that are available on the device through the dedicated tvOS App Store. Entitled "The Future of TV is Apps," the ad features an Apple TV set-top box that morphs to match the theme of each app that's shown off in the spot.

Netflix, Apple Music, WatchESPN, Asphalt 8: Airborne, Disney Infinity, Gilt, GrubHub, Showtime, Crossy Road, HBO Now, and Fox Now, are among the apps that are featured. The ad ends with the brightly colored television test bars that have been used in all fourth-generation Apple TV advertisements.


Since the Apple TV 4 launched in October, Apple has been promoting it through a series of television ads, colorful billboards displayed across a number of cities, web ads, and social media campaigns. Today's ad is the second in the company's app-focused series.

Related Roundups: Apple TV, tvOS 14
Buyer's Guide: Apple TV (Don't Buy)

Top Rated Comments

(View all)
Avatar
62 months ago
Clever animation. Well done.
Score: 10 Votes (Like | Disagree)
Avatar
62 months ago
Nice animation, but the music makes me want to commit suicide.
Score: 4 Votes (Like | Disagree)
Avatar
62 months ago
Loved the ad, but I completely disagree with the title. IMO, the future of TV isn't apps. Apps on the big screen aren't new. Others have been doing this for years, and Apple isn't doing anything that reinvents this. Getting traditional cable online (anywhere) in a clever, easy-to-use and affordable way? That would be the future of television. And as long as the overpaid suits are in charge, this probably won't happen in our lifetime.
Score: 4 Votes (Like | Disagree)
Avatar
62 months ago
Now that's what I call a great Apple ad. Fast animation & music without any voiceover. Classic Apple cool. I also like the other AppleTV ad with the strange music. So much better than the boring iPhone 6 celebrity ads.
Score: 4 Votes (Like | Disagree)
Avatar
62 months ago

Loved the ad, but I completely disagree with the title. IMO, the future of TV isn't apps. Apps on the big screen aren't new. Others have been doing this for years, and Apple isn't doing anything that reinvents this. Getting traditional cable online (anywhere) in a clever, easy-to-use and affordable way? That would be the future of television.

"Traditional" is the antisisis of "future". Content creators who use Apps instead of traditional methods like cable are "the future of tv". Case in point: Netflix.

One example: a crowd sourced news app can demolish the existing cable news format and take on established juggernauts like CNN.

Apps on tv aren't new but neither were apps on phones. It was the App Store model that revolutionized so many industries. The same path is now open ahead to disrupt tv.

Traditional broadcasters are going to quickly becoming obsolete. New independent content creators who reach viewers through apps are the future of tv.
Score: 4 Votes (Like | Disagree)
Avatar
62 months ago
This is Apple marketing at its best in a long time! Simplistic, focus on the device, and able to convey what sets it apart from other products without outright comparison! I hope this carries over to iPhone, iPad, and Watches!
Score: 3 Votes (Like | Disagree)

Top Stories

'A New iOS Update is Now Available' Popping Up Repeatedly in iOS 14 Beta [Fixed: New Beta Available]

Thursday October 29, 2020 6:11 pm PDT by
Many users running iOS 14 beta are reporting that they are seeing a dialog box pop up repeatedly asking them to update from the latest iOS 14 beta. Threads in our forums, Reddit, and Twitter are reporting the issue. The dialog has been appearing for a few days now, but as of tonight has started appearing more frequently, every time an iPhone is unlocked. There's been further discussion in...

Apple Seeds New iOS 14.2 Versions Which Stops 'New iOS Update Available' Alerts

Friday October 30, 2020 1:09 pm PDT by
Apple today seeded "Release Candidate" versions of upcoming iOS 14.2 and iPadOS 14.2 updates to developers and public beta testers, 10 days after seeding the fourth betas and a month and a half after releasing the iOS 14 and iPadOS 14 updates. iOS and iPadOS 14.2 can be downloaded by developers through the Apple Developer Center or over the air after the proper developer profile has been...

Apple One is Now Available: Save Money by Bundling Apple Music, iCloud Storage, Apple TV+, Apple Arcade, and More

Friday October 30, 2020 7:47 am PDT by
Apple One bundles are now available in the United States and over 100 other countries, allowing customers to subscribe to multiple Apple services through a single plan, including Apple Music, Apple TV+, Apple Arcade, iCloud, and more. To sign up for Apple One on an iPhone: Open Settings App Tap on Your Name at the top Tap on Subscriptions Tap on Apple One The prompt for Apple One...

Black Friday Spotlight: Best Buy Kicks Off a Month of Apple Deals and More

Friday October 30, 2020 10:02 am PDT by
We've begun tracking early Black Friday deals in our dedicated Black Friday Roundup, and in an effort to prepare our readers for the big shopping event we're highlighting sales store-by-store in the lead-up to November 27. Note: MacRumors is an affiliate partner with Best Buy. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running....

Apple Launches AirPods Pro Service Program for Crackling/Static Problems and ANC Issues

Friday October 30, 2020 3:03 pm PDT by
Apple today announced the launch of a new service program for AirPods Pro sound issues, which is designed to address AirPods Pro units experiencing static or crackling sounds or problems with Active Noise Cancellation. Faulty AirPods exhibit the following problems, according to Apple:Crackling or static sounds that increase in loud environments, with exercise or while talking on the phone ...

Apple CEO Tim Cook: 'More Exciting Things' in Store For This Year

Thursday October 29, 2020 2:20 pm PDT by
During today's earnings call for the fourth fiscal quarter of 2020 (third calendar quarter), Cook said that while he doesn't want to give too much away, "this year has a few more exciting things in store." Cook is likely speaking about the Apple Silicon Macs, as Apple has previously said the first Apple Silicon Mac will be coming before the end of 2020. There are rumors of a third fall event ...

Hands-On Comparison: iPhone 12 vs. iPhone 12 Pro

Friday October 30, 2020 2:29 pm PDT by
For those still trying to make a decision between an iPhone 12 or an iPhone 12 Pro, we picked up both models and in our latest YouTube video, did a hands-on comparison between them. Our video highlights the similarities and the differences so you can which one is the best fit for you and whether the iPhone 12 Pro is worth an extra $200. Subscribe to the MacRumors YouTube channel for more ...

Apple One Service Bundles Set to Launch Tomorrow, Fitness+ Coming This Quarter

Thursday October 29, 2020 1:39 pm PDT by
Apple in September announced Apple One, a new series of services bundles that will let Apple device customers purchase several services together in one package instead of separately, saving money for those who use multiple Apple service products. Ahead of Apple's earnings call, Apple CFO Luca Maestri told Bloomberg that Apple One is set to launch on Friday, October 30. Apple One Bundle...

PSA: Apple One Premier Bundle Only Available in US, UK, Canada, and Australia

Friday October 30, 2020 2:39 am PDT by
Apple's new Apple One series of services bundles launches on Friday in over 100 countries and regions, but the top Premier tier will be limited to the United States, the United Kingdom, Australia, and Canada. The limited rollout of the $29.95 Premier tier is down to the fact that Apple News+ is currently only available in the above countries. Apple News+ is exclusive to the Premier tier,...

Apple Says Record 2020 Mac Sales Attributed Primarily to MacBook Pro

Friday October 30, 2020 12:24 pm PDT by
Apple on Thursday reported its earnings for the fourth quarter of the 2020 fiscal year, including Mac revenue of $9 billion, a new quarterly record. Apple ended the year with annual Mac revenue of $28.6 billion, an all-time high. In its annual Form 10-K report [PDF], filed with the U.S. Securities and Exchange Commission today, Apple said increased Mac sales in fiscal 2020 compared to fiscal ...