Apple to Streamline TV App in Move to Make Video Services Easier
According to insiders, Apple Inc. plans to revamp its TV app in order to streamline its diverse video services, as part of its strategy to establish a stronger presence in the streaming industry.
The company is preparing a new version of the app for release around December as part of an upcoming tvOS software update, said the people, who asked not to be identified because the plan is private. The app, first released in 2016, aggregates content from iTunes, the Apple TV subscription service, live sports networks and third-party offerings like Amazon Prime.
As part of the overhaul, the company is discontinuing Apple TV set-top box apps that allow users to rent and buy movies and shows. It also removes the movie and TV show sections from the iTunes Store app on iPhone and iPad. An Apple spokesperson declined to comment on the change.
The idea is to drive more customers toward the main TV app, which is the centerpiece of Apple’s expanding video strategy. There, users can subscribe to TV as well as third-party video services such as Starz and Paramount. The app allows customers to rent and buy programs, eliminating the need for a separate iTunes option.
The Cupertino, Calif.-based company aims to be a central content streaming hub for consumers as well as a larger supplier of programming itself. Apple spends billions on movies and shows, including big-budget movies like director Martin Scorsese’s just-released Killers of the Flower Moon. It charges $6.99 a month for TV streaming service and $12.99 a month for access to Major League Soccer.
The revamped app on the Apple TV box includes a new side panel on the left for navigating between video categories, matching the design used by Netflix Inc and other streaming services. In addition to working with Apple’s set-top box, the application is available for smart TVs made by other companies.
The TVOS update is one of several software updates that Apple is preparing. The company will soon release new iPhone software, iOS 17.1, which fixes bugs and adds features to save your favorite songs to Apple Music. Apple is also already working on iOS 17.3 and iOS 17.4, which will be released in 2024. A larger update, iOS 18, is expected to bring generative AI features to Apple devices later that year.
Apple also announced on Tuesday plans to release the product on October 30. The event, dubbed “Scary Fast,” is expected to focus on its Mac lineup.
