Apple is reportedly revamping its TV app to become the go-to hub for all things television and movies. According to a recent Bloomberg report, the tech giant aims to streamline the user experience by removing its apps for buying and renting content and integrating them with its streaming content, channel-subscription options, and more. This ambitious project could see the light of day as early as December, available on Apple TV boxes, the company’s other platforms, and various TV operating systems.
This strategy is not entirely new for Apple. The company has long envisioned its TV app as a one-stop destination for users to find, subscribe to, and manage all their content. Echoing the late Steve Jobs’ vision, Apple seeks to provide the simplest and most user-friendly interface, free from complicated remotes and excessive inputs.
The TV app already offers recommendations from multiple streaming services and allows users to subscribe directly to these services, with Apple taking a share of the subscription fees. By combining the iTunes collection with streaming content, Apple aims to make its TV app even more appealing.
One key motivator behind Apple’s push to create the ultimate streaming hub is the impending launch of the Vision Pro headset, which serves as a versatile television. Apple intends to feature the TV app prominently in these headsets, offering a unique opportunity to shape user behavior.
However, this vision faces significant challenges. Content providers have traditionally been hesitant to make their content available outside their own apps, aiming to retain users within their ecosystems. The rise of ad-supported streaming services also intensifies competition for viewers’ time.
Despite these hurdles, Apple holds a few advantages. The Apple TV Plus streaming service has emerged as a strong player, delivering hit shows and critically acclaimed content. Additionally, the MLS streaming service has proven to be a success. Many users have grown accustomed to opening the TV app to discover content, creating a foundation for Apple’s grand streaming ambitions.