Microsoft has announced that the Apple TV app (with Apple TV+, iTunes movies and 'channels') will launch on Xbox Series X, Series S, and Xbox One globally on November 10.
Update: App is now available.
Apple TV on Xbox
As rumored, the Apple TV app is coming to Xbox consoles, letting you watch TV shows like Ted Lasso and Mythic Quest: Raven’s Banquet through Apple's subscription video service, Apple TV+, along with movies rented or purchased through iTunes.

- "We’re excited to share that the Apple TV app is coming to Xbox One and Xbox Series X and Xbox Series S on November 10," announced Microsoft.

The app will be available on current- and next-gen Xbox consoles.



The iTunes movie store will compete directly with Microsoft's own movie store on Xbox. From its own movie store, Microsoft offers movies in 4K HDR but not Atmos. Microsoft has not said what we can expect from the Apple TV app. The Xbox consoles support Dolby Vision HDR and Dolby Atmos, but in the press release Vision + Atmos was confirmed only for "apps like Netflix, Disney+, and Vudu".

 Also read: Full list: 4K HDR & Atmos movies on Apple TV (iTunes)

In addition, Microsoft confirmed that all the apps you are currently seeing on Xbox One will also be available on Xbox Series X/S at launch later this month.

- "Just as we’re bringing forward all the games that play on Xbox One today, we’re excited to announce that your favorite entertainment apps you enjoy today on Xbox One will be available on Xbox Series X and Series S. That means your favorite streaming apps like Netflix, Disney+, HBO Max, Spotify, YouTube, YouTube TV, Amazon Prime Video, Hulu, NBC Peacock, Vudu, FandangoNow, Twitch, Sky Go, NOW TV, Sky Ticket and more, will be waiting for you when you boot your new Xbox console on November 10," said Microsoft.

The Apple TV app is also coming to PlayStation 5 and PlayStation 4 this month.