Apple is reportedly working on revamping its TV app in an effort to become the go-to destination for users’ shows, movies, and more. According to a new report from Bloomberg, Apple plans to remove its apps for buying and renting content and bundle them with its streaming offerings, channel-subscription options, and more. This new app is expected to launch as early as December on the Apple TV box, as well as across Apple’s other platforms and on various TV operating systems where the Apple TV app is available.
The concept of this revamp is not entirely new. Apple has long envisioned the TV app as the central hub where users can find, subscribe to, and manage all their content, not just Apple’s own offerings. Apple co-founder Steve Jobs even expressed this vision to his biographer, Walter Isaacson, stating that he had “finally cracked” the future of TV. Jobs envisioned a TV that had a simple user interface and eliminated complicated remotes and endless inputs. While Apple has yet to release its own TV set, the forthcoming update to the TV app seems to embody this spirit.
The current TV app already offers some of this functionality. Users can access recommendations from multiple streaming services and subscribe directly to those services through the app, with Apple taking a cut of the subscription fee. By combining its iTunes collection of shows and movies, Apple aims to make the TV app an even more attractive destination for users.
One driving force behind Apple’s push to enhance its streaming capabilities is the upcoming launch of the Vision Pro headset, which is essentially a television. The TV app is expected to be prominently featured in the headset as users familiarize themselves with new interfaces and behaviors. Since not all third-party apps will be available immediately, this presents an opportunity for Apple to establish viewer habits that few other apps have achieved.
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However, there are challenges to realizing this vision. Content providers have been hesitant to make their data and content available outside of their own apps, preferring to keep users within their own ecosystems. For example, Netflix would rather users find new seasons of shows within its own app rather than through the TV app. Additionally, as more services adopt ad-supported models, competition for viewers’ attention will intensify. Apple’s Channels strategy has also faced obstacles, with some major services no longer available on the platform. Despite numerous attempts by various companies, including Apple, to create a universal streaming guide, none have succeeded thus far.
Nonetheless, Apple does have certain advantages in this arena. Its Apple TV Plus streaming service has gained traction, delivering popular and critically acclaimed shows. The MLS streaming service has also proven to be a success for Apple. Consequently, many users are already accustomed to accessing content through the TV app.
Despite the complexities and setbacks, the tech industry’s dream of a better streaming experience persists, with Apple leading the charge. Apple has a track record of revolutionizing the way we consume and access content, from iTunes to the App Store. The company’s relentless pursuit of an improved streaming experience suggests that it won’t stop trying until it succeeds.
