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Instagram quietly launches Apple TV app

Instagram has quietly launched an Apple TV app, The Verge reports, adding Apple's device to its TV-focused Reels and video push.

AI News Feed · 2026-10-26 02:12

The app appeared without much promotion. The Verge reported that MacRumors spotted an updated Instagram app in the App Store on October 23 that added Apple TV to its list of compatible platforms. Archived versions of the app page from as recently as October 18 listed only the iPad and iOS, according to the report.

Instagram first began testing a version of the platform focused on Reels, live streams and other video content, enlarged for a bigger screen, in December last year. In June, it launched a set of new features for the app, which is available on Amazon's Fire TV, Samsung Smart TVs and Google TV. The Apple TV release brings that effort to Apple's platform, though the company has not announced it with much fanfare.

The app is likely to be an important part of Instagram's strategy as it tries to push into longer-form, episodic content and capitalize on the growing popularity of microdramas, The Verge reported. The TV version is designed around video, with Reels and live streams among the content types featured on the larger screen.

Instagram's move follows a gradual expansion of its television app rather than a single, fully featured launch. Apple TV users can now access the app, which extends Instagram's living-room presence to another platform.

Editor's Summary

Instagram has quietly launched an Apple TV app, according to The Verge, extending its TV-focused Reels and video service to Apple's platform. The app follows a December test and a June feature rollout on Fire TV, Samsung Smart TVs and Google TV. Instagram is likely to use the TV app as part of a push into longer-form, episodic content and microdramas.