Apple is preparing to unveil new Mac options featuring rumored M3 chipsets at its virtual event “Scary Fast” on October 30. Additionally, the tech giant is reportedly planning a complete overhaul of the Apple TV app. This revamp is part of Apple’s broader efforts to establish a stronger presence in the streaming industry by consolidating its various video offerings, aiming to achieve this goal by 2023.
As reported by Bloomberg’s Mark Gurman, Apple is currently developing a new version of the Apple TV app, with expectations that it will be launched in December as part of a forthcoming tvOS software update. The original Apple TV app, introduced in 2016, has been instrumental in aggregating content from iTunes, Apple TV+ subscription services, live sports networks, and third-party content providers like Amazon Prime.
To streamline its offerings, Apple is also considering discontinuing dedicated apps for movie rentals and purchases on the Apple TV set-top box, along with removing the movie and TV show sections from the iTunes Store app on iPhones and iPads. This strategic shift aims to focus more attention on the main TV app, described as central to Apple’s expanding video strategy.
The updated version of the app will offer users the ability to subscribe to Apple TV+ and third-party video services like Starz and Paramount+, eliminating the need for a separate iTunes option. Furthermore, the redesigned app for Apple TV will incorporate a new side panel on the left-hand side, resembling the design aesthetics of popular streaming services like Netflix, enhancing user navigation between video categories.
The redesigned Apple TV app is not exclusive to the Apple TV set-top box, as it is also accessible on smart TVs produced by other manufacturers. Apple’s move signals its determination to become a more influential player in the streaming space, making its services more accessible to a broader audience.
