Apple Aims For Streaming Dominance With Major TV App Overhaul

As part of its ongoing efforts to solidify its position in the streaming market, Apple Inc. AAPL is planning a substantial overhaul of its TV app. This move comes as the tech giant seeks to streamline its video services, according to unnamed sources cited by Bloomberg.

What Happened The revamp of the TV app is due to be released as part of an upcoming tvOS software update slated for December. As part of this process, Apple will be discontinuing specific apps on the Apple TV box that allow users to rent and purchase shows and movies.

Additionally, the sections for movies and TV shows in the iTunes Store app on iPhones and iPads will be removed. This move is designed to direct more customers to the central TV app, which is a key component of Apple’s video strategy.

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Through the main TV app, users can subscribe to TV+ and other third-party video services like Starz and Paramount+. With the app already offering the ability to rent and buy programming, a separate iTunes option is deemed unnecessary.

Apple’s goal is to become the primary destination for consumers’ streaming content, and a major provider of the content itself. 

The updated app on Apple TV will feature a new side panel for navigating between video categories, mirroring a design used by Netflix Inc. and other streaming services.

Why It Matters: The decision to revamp the TV app comes at a time when Apple TV+ is releasing its first wide theatrical release, Martin Scorsese’s movie “Killers of the Flower Moon.” 

This shows a clear push by the company to increase its footprint in the video streaming market.

However, Apple’s strategy is not without its challenges. 

Recently, the company had to pull the plug on one of its major shows, “The Problem With Jon Stewart”, due to creative differences. 

This incident underscores the challenges Apple faces in balancing content creation and distribution in its bid to become a major player in the streaming market.

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