Apple Inc. is set to revamp its TV app in a bid to streamline and consolidate its various video offerings. According to sources familiar with the matter, the tech giant is working on a new version of the app, which is scheduled for release in December alongside an upcoming tvOS software update. The app, initially launched in 2016, currently aggregates content from various sources, including iTunes, Apple TV+, live sports networks, and third-party offerings.
As part of the redesign, Apple will discontinue its dedicated apps on the Apple TV set-top box that allow users to rent and buy movies and shows. Additionally, the movie and TV show sections on the iTunes Store app for iPhones and iPads will be removed. This move aims to push users towards the central TV app, which plays a central role in Apple's expanding video strategy. The app allows users to subscribe to Apple TV+ and third-party video services such as Starz and Paramount+. Customers will still have the option to rent and buy programs within the main TV app, rendering a separate iTunes option unnecessary.
Apple's objective is to position itself as consumers' go-to hub for streaming content while also increasing its own programming offerings. The company is investing heavily in movies and shows, including high-budget productions like Martin Scorsese's recently released film, "Killers of the Flower Moon." Apple TV+ streaming service is priced at $6.99 per month, while access to Major League Soccer costs $12.99 per month.
The revamped TV app on the Apple TV box will feature a new side panel, enabling users to navigate easily between different video categories. This design aesthetic is reminiscent of popular streaming services like Netflix. The updated app will be available not only on Apple's set-top box but also on smart TVs manufactured by other companies.
The upcoming tvOS upgrade is just one of several software updates in the pipeline at Apple. The company is preparing to release iOS 17.1, which includes bug fixes and additional features for Apple Music, such as the ability to save favorite tracks. Furthermore, Apple is already working on iOS 17.3 and iOS 17.4, both scheduled for release in 2024. The highly anticipated iOS 18 is expected to introduce generative AI features to Apple devices later that year.
In other news, Apple has announced a product launch event scheduled for October 30, called "Scary Fast." The event is likely to focus on Apple's Mac computer lineup, showcasing the latest developments and advancements in the company's hardware offerings.