Virgin does not have any agreements with Apple to provide Apple TV, hence the Apple TV app (a version of which Apple would have to develop specifically for Virgin’s boxes) is not on them at present.
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You need a plug-in device for your tv or the tv itself requires the Apple TV app.
The VirginMedia tv boxes do NOT have the app.
Thanks for your post and welcome to the forums. It's great having you on board with us in the Community.
As mentioned already above, currently we don't provide the app on our TV boxes but we are always looking at ways we can improve our offerings to customers.
If we do bring the Apple app to the boxes, we'll be sure to let you know.
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