# Apple TV

Application: Apple Inc.

Also called apple tv windows, apple tv+ windows

Apple Inc., System

The Microsoft Store app for Apple TV+ and Apple rentals on Windows. The process is AppleTV.exe. It is not iTunes.

## What you need to know

Apple TV is the video Store app. iTunes is the leftover library client.

AppleTV.exe plays TV+ and Apple rentals. iTunes.exe is not the daily video client after Apple split the Windows apps.

- **What is it?**: Store app for Apple TV+ and rentals

  **Is it iTunes?**: No. iTunes.exe is a different leftover client

  **Where to get it?**: Microsoft Store

Feex says

If the show is on Apple TV+, I would open the Store Apple TV app. I would not launch iTunes for that job, and I would not call it Films & TV.

## What is Apple TV?

Apple TV for Windows is Apple’s Store client for TV+ and video purchases. The process is AppleTV.exe.

## If you have never used it

If you pay for Apple TV+ or you rent movies on an Apple ID, this is the Store video app on Windows. Get it from the Microsoft Store listing Apple publishes. Sign in with the Apple ID. It is not iTunes. iTunes.exe is the leftover library client. Apple Music is the music Store app. This window is AppleTV.exe.

## What is it used for?

**Apple TV+ catalog**

Stream shows on a TV+ plan. iTunes is no longer the daily video window Apple wants on Windows.

**Rentals and purchases**

Play Apple video you already bought. Films & TV cannot see an Apple ID locker.

**Library leftovers Apple moved here**

Movies that used to live in iTunes now belong in this app once you installed the split trio.

## Who is it for?

- People who already pay for Apple TV+
- Users with Apple movie purchases on an Apple ID
- Anyone who should not install iTunes just to watch TV+

## Current status

Apple TV (2021) is a current video streaming from Apple Inc.. The vendor still points Windows users at https://apps.microsoft.com/detail/9nm4t8b9jqz1.

## How old is it?

Apple shipped the Windows Apple TV app in the early 2020s as part of splitting iTunes. TV+ itself launched in 2019. A 2010 “buy the show in iTunes” article is the old one-app setup.

## Versions

Major channels first. Exact build numbers are not all verified here.

Microsoft Store

## System requirements

Values follow the publisher's public guidance. Workload still changes the real need.

### Minimum

| Operating system | Windows 10 or Windows 11 on an x86-64 PC, per Apple’s Windows app notes |
| ---------------- | ----------------------------------------------------------------------- |
| RAM              | 4 GB class machines run the app. Downloads want disk                    |

## Resource profile

- **GPU demand**: Hardware decode on 4K titles

  **Network demand**: Streaming

## Installed processes

These executables belong to this product when it is installed.

| AppleTV.exe | Main Windows executable |
| ----------- | ----------------------- |

## Startup components

The Store app can reopen if you allow it. That is not iTunes Helper.

## File locations

| Typical install | C:\Program Files\WindowsApps\AppleInc.AppleTVWin\_\*\\ |
| --------------- | ------------------------------------------------------ |

## File formats

streamed Apple TV+ video, Apple rentals and purchases

## Common problems

### People open iTunes for TV+

Apple’s Windows article points video at this Store app. iTunes is leftover podcasts and similar jobs.

### Title missing in the wrong region

TV+ catalogs vary. That is an Apple ID storefront, not a codec pack.

## Getting unstuck

### Install from the Microsoft Store listing Apple names

Package 9NM4T8B9JQZ1 is the usual Store id. A random AppleTV setup.exe is bait.

### Sign in with the Apple ID that holds TV+

A different Apple ID will look empty. Repair the Store app before you reinstall Windows.

### Confirm AppleTV.exe, not iTunes.exe

Open file location. WindowsApps Apple TV is this product. Program Files\iTunes is the older client.

## Alternatives

iTunes only for leftover library jobs. Films & TV for Microsoft Store movies. VLC for local files you already have.

## Official help and downloads

Start with the vendor. Random exe sites are not a support channel.

| Download      | [apps.microsoft.com/detail/9nm4t8b9jqz1 ](https://apps.microsoft.com/detail/9nm4t8b9jqz1)Official installer or vendor page |
| ------------- | -------------------------------------------------------------------------------------------------------------------------- |
| Help          | [support.apple.com/tv ](https://support.apple.com/tv)Vendor support                                                        |
| Official site | [apps.microsoft.com/detail/9nm4t8b9jqz1 ](https://apps.microsoft.com/detail/9nm4t8b9jqz1)Start here, not a random exe host |

## Related hardware

A display and a working network. 4K streams want a capable GPU decode path, per Apple’s playback notes.

## Technical details

Technical details

Vendor version numbers change. This article does not pin a build.

## Related

These entities connect to this article. Type is shown on every link.

[Apple Music: Application](https://feex.it/wiki/software/apple-music)[iTunes: Application](https://feex.it/wiki/software/itunes)[How to read Task Manager: Guide](https://feex.it/wiki/software/system/how-to-read-task-manager)

## Sources and verification

Reviewed by Feex editorial. Last verified August 2026 Status: Feex Reviewed. [How we research](https://feex.it/wiki/research).

- [Apple TV official site ](https://apps.microsoft.com/detail/9nm4t8b9jqz1)· Vendor product page
- [Apple TV help ](https://support.apple.com/tv)· Vendor support
- [Apple Support: Windows apps ](https://support.apple.com/118290)· Apple TV vs leftover iTunes jobs
- [Foxhole process map ](https://foxhole.feex.it/)· First-party samples on Windows PCs. Not a lab benchmark.

## Was this article useful?

A yes or no is enough. Pick a reason if you want, or add a short note.

Quick facts

The short identity of this page. Specs, sources, and the full story stay in the article.

- **Developer**: Apple Inc.

  **Category**: Video streaming

  **Process**: AppleTV.exe

  **License**: Free app. TV+ and rentals need an Apple ID plan or purchase

  **First released**: 2021

  **Official site**: [Microsoft Store](https://apps.microsoft.com/detail/9nm4t8b9jqz1)

  **Mapped by Feex**: Seen on Windows PCs in Foxhole

Feex Reviewed: Last verified August 2026

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Source: [Canonical Feex Wiki page](https://feex.it/wiki/software/apple-tv/)

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