Apple TV: 26 of the best shows you’re probably not watching

At a glance:

• Apple TV dropped the “Plus” suffix last year but keeps expanding its original‑content library.
• The service now boasts 26 underrated series, from Vince Gilligan’s sci‑fi drama Pluribus to Jason Momoa’s historic Chief of War.
• Many titles rely on word‑of‑mouth discovery, making the catalog feel like a secret‑club selection.

Apple TV’s rebrand and its impact on programming

Apple removed the “Plus” from its streaming brand in 2023, aligning the name with the Apple TV hardware line. The change was largely cosmetic; the real story is how the service’s content strategy has evolved. Rather than pouring money into traditional advertising, Apple leans on organic discovery, critical acclaim, and high‑profile talent to draw viewers. This low‑key approach has turned the platform into a sort of cult destination, where fans stumble upon hidden gems and feel like insiders.

The result is a library that, while smaller than some rivals, consistently delivers high‑quality productions. Shows like Severance, Ted Lasso, and The Morning Show serve as flagships, but they are only the tip of the iceberg. Apple’s emphasis on auteur‑driven projects and niche storytelling has produced a surprisingly diverse slate, ranging from period dramas to real‑time thrillers. The company’s willingness to back riskier concepts—such as a Polynesian‑led unification saga—demonstrates a confidence that the brand’s premium positioning can sustain experimental content.

A curated list of 26 underrated Apple TV series

Below is the full rundown of the titles highlighted in the original roundup. Each entry includes a brief premise and notable talent attached:

• Pluribus – Vince Gilligan’s sci‑fi drama about a pandemic that makes everyone “extremely happy.” Stars Rhea Seehorn as Carol, navigating a hive‑mind reality.
• Masters of the Air – WWII military drama based on Donald L. Miller’s book, following the 100th Bomb Group. Cast includes Austin Butler, Callum Turner, Anthony Boyle, Barry Keoghan. Produced by Steven Spielberg and Tom Hanks.
• Down Cemetery Road – Conspiracy thriller adapted from Mick Herron’s first Zoë Boehm novel. Ruth Wilson and Emma Thompson team up to investigate a child’s disappearance.
• Palm Royale – Campy satire starring Kristen Wiig as Maxine, a woman desperate to join an exclusive beach club. Features Ricky Martin, Josh Lucas, Leslie Bibb, Laura Dern, Allison Janney, Carol Burnett, John Stamos.
• Hijack – Real‑time terrorist thriller with Idris Elba as negotiator Sam Nelson, fighting hijackers on a commercial flight.
• Mr. Scorsese – Five‑episode documentary exploring Martin Scorsese’s life, with interviews from Robert De Niro, Daniel Day‑Lewis, Leonardo DiCaprio, Mick Jagger, Steven Spielberg, Jodie Foster, Sharon Stone.
• The Studio – Seth Rogen co‑created comedy about a movie studio’s survival, featuring cameo legends Martin Scorsese, Ron Howard, Anthony Mackie, among others.
• Loot – Maya Rudolph plays newly wealthy Molly Wells (after a $87 billion divorce) who decides to give it all away. Co‑stars Adam Scott, Michaela Jaé Rodriguez, Nat Faxon, Ron Funches, Joel Kim Booster.
• The Reluctant Traveler with Eugene Levy – Travel show where Eugene Levy steps out of his comfort zone, delivering heart‑warming episodes.
• Manhunt – Conspiracy thriller about the chase for John Wilkes Booth after Lincoln’s assassination, based on the book Manhunt: The 12‑Day Chase for Lincoln’s Killer. Cast: Anthony Boyle, Tobias Menzies, Hamish Linklater, Betty Gabriel, Matt Walsh, Patton Oswalt.
• Trying – Drama/romance about a couple (Esther Smith, Rafe Spall) navigating adoption amid family chaos.
• Chief of War – Jason Momoa stars, writes, and exec‑produces a period drama about the unification of the Hawaiian Islands, featuring a predominantly Polynesian cast.
• Acapulco – Light‑hearted series starring Eugenio Derbez as Maximo, reminiscing about 1980s hotel work in Acapulco.
• Slow Horses – Spy drama starring Gary Oldman as Jackson Lamb, based on Mick Herron’s Slough House novels. Three of five seasons hold a perfect 100 % Rotten Tomatoes score.
• Smoke – Taron Egerton (arson investigator Dave) and Jurnee Smollett (detective Michelle) investigate a pair of arsonists; inspired by true events.
• Stick – Golf comedy with Owen Wilson as ex‑golfer Pryce Cahill mentoring prodigy Santi (Peter Dager).
• Dope Thief – Crime drama based on Dennis Tafoya’s 2009 novel; Brian Tyree Henry and Wagner Moura lead two friends impersonating DEA agents.
• Your Friends & Neighbors – Dark comedy starring Jon Hamm as hedge‑fund manager turned home‑invasion thief.
• Black Bird – True‑story drama where Taron Egerton’s Jimmy Keene infiltrates a maximum‑security prison to befriend suspected serial killer Larry Hall (Paul Walter Hauser).
• Pachinko – Epic adaptation of Min Jin Lee’s novel, following multiple generations of a Korean family from the 1900s to the 1980s. Stars Lee Min‑ho, Jin Ha, Minha Kim.
• Shrinking – Dramedy with Jason Segel, Harrison Ford, Jessica Williams about a therapist coping with personal loss while helping clients.
• Bad Monkey – Florida‑set murder mystery starring Vince Vaughn as detective‑turned‑restaurant inspector Andrew Yancy; created by Bill Lawrence.
• Presumed Innocent – Legal thriller from David E. Kelley, starring Jake Gyllenhaal as lawyer Rusty Sabich, based on Scott Turow’s novel.
• Lessons in Chemistry – Period piece starring Brie Larson as chemist‑turned‑cooking‑show host Elizabeth Zott, adapted from Bonnie Garmus’s book.
• Platonic – Oddball comedy with Seth Rogen and Rose Byrne exploring a platonic friendship in their 40s.
• Bad Sisters – Dark comedy created by Sharon Horgan, inspired by Belgian series Clan, about sisters entangled in the murder of a husband.

How Apple TV discovers and promotes these titles

Apple’s content pipeline differs from the big‑budget marketing machines of Netflix or Disney+. The company relies heavily on critical reception, festival buzz, and the star power of creators. When a show lands a high‑profile director—like Spielberg on Masters of the Air—or an Emmy‑winning talent—such as Rhea Seehorn on Pluribus—Apple leverages those accolades in its UI, surfacing the series in “Top Picks” or “Critics’ Choice” rows.

The platform also uses data‑driven recommendations, but the algorithm is tuned to surface niche titles to users who have already shown interest in similar genres. For example, a viewer who enjoys Severance may be nudged toward Slow Horses or The Studio because of overlapping themes of corporate intrigue and dark humor. Apple’s editorial team curates “secret‑club” collections, which are refreshed weekly, encouraging binge‑watching and word‑of‑mouth sharing on social media.

Because Apple does not run massive ad campaigns for each new series, the responsibility falls on the shows themselves to generate conversation. Critical awards, such as Emmys for The Studio or Pluribus, become key marketing assets. Press releases often highlight the involvement of A‑list talent—Jason Momoa, Idris Elba, Gary Oldman—to attract both media attention and subscriber curiosity.

Audience reception and critical performance

Many of the 26 titles have earned strong critical scores. Slow Horses boasts three seasons with a perfect 100 % Rotten Tomatoes rating, while Pluribus is noted as the most‑watched Apple TV show ever. The Studio is praised for its celebrity cameo roster, and Mr. Scorsese offers unprecedented archival footage that has resonated with documentary enthusiasts.

Viewer metrics, though not publicly disclosed in detail, indicate that genre‑specific series (sci‑fi, historical drama, true‑crime) perform especially well among the platform’s affluent, tech‑savvy subscriber base. The mix of limited‑run series and multi‑season arcs gives Apple flexibility to test concepts without long‑term commitment, a strategy that appears to sustain subscriber satisfaction and reduce churn.

What to watch next: building a binge‑watch plan

Given the breadth of the list, a thematic approach can help viewers navigate the catalog. For a sci‑fi binge, start with Pluribus, then move to Masters of the Air (which, while historical, employs high‑tech aerial cinematography) and finish with Slow Horses for a spy‑tech twist. If you prefer character‑driven dramedies, pair Loot with Shrinking and Trying for a blend of humor and emotional depth.

Historical enthusiasts will appreciate Chief of War, Pachinko, and Acapulco, each offering a distinct cultural lens—Polynesian unification, Korean diaspora, and 1980s Mexican resort life respectively. For true‑crime fans, Manhunt, Black Bird, and Presumed Innocent deliver courtroom intrigue and investigative tension.

Finally, don’t overlook the lighter fare: Stick for sports comedy, Bad Monkey for quirky Florida murder mystery, and Bad Sisters for dark family dynamics. The diversity of tone ensures that even the most selective binge‑watcher can find a series that fits their mood.

The future of Apple TV’s original slate

Apple’s commitment to original programming appears unwavering. The company has announced additional budgets for 2025, with plans to double the number of limited series and explore more international co‑productions. Early hints suggest a focus on Asian markets, potentially expanding the success of Pachinko with new Mandarin‑language projects.

Industry analysts predict that Apple will continue to prioritize prestige‑TV formulas—high‑profile creators, limited‑run storytelling, and strong critical positioning—over volume. This strategy aligns with Apple’s broader brand narrative of premium, curated experiences across hardware and services. As the streaming wars intensify, Apple TV’s “secret‑club” aura may become a differentiator that attracts subscribers seeking quality over quantity.