Over the last half-century, direct measurements of surface forces have been instrumental in the exploration of a multitude of phenomena in liquid, soft, and biological matter. Measurements of van der Waals interactions, electrostatic interactions, hydrophobic interactions, structural forces, depletion forces, and many other effects have checked and challenged theoretical predictions and motivated new models and understanding. The gold-standard instrument for these measurements is the \textit{surface force balance}, or \textit{surface forces apparatus}, where interferometry is used to detect the interaction force and distance between two atomically smooth planes, with 0.1~nm resolution, over separations from about 1~\unit{\um} down to contact. The measured interaction force \textit{vs.} distance gives access to the free energy of interaction across the fluid film; a fundamental quantity whose general form and subtle features reveal the underlying molecular and surface interactions and their variation. Motivated by new challenges in emerging fields of research, such as energy storage, biomaterials, non-equilibrium and driven systems, innovations to the apparatus are now clearing the way for new discoveries. It is now possible to measure interaction forces (and free energies) with control of electric field, surface potential, surface chemistry; to measure time-dependent effects; and to determine structure \textit{in situ}. Here, we provide an overview the operating principles and capabilities of the surface force balance with particular focus on the recent developments and future possibilities of this remarkable technique.