The Apple TV update everyone has been waiting for has finally landed - that's right: a native HBO GO app has been added to the streamer's lineup of content offerings.
Previously, users were able to stream HBO GO to an Apple TV via AirPlay from an iPhone or iPad, but they can now access the network's content directly from the dashboard, the same as Hulu or Netflix.
In addition to HBO GO, Watch ESPN is now available, as well as Crunchyroll, an Anime video service and Qello, which streams HD concerts and music documentaries. Somewhat inexplicably, a Sky News app has also been added that allows users to stream the British news channel live - European commercials and all.
"HBO GO and WatchESPN are some of the most popular iOS apps and are sure to be huge hits on Apple TV," said Eddy Cue, Apple's senior vice president of Internet software and services in a press statement. "We continue to offer Apple TV users great new programming options, combined with access to all of the incredible content they can purchase from the iTunes Store."
HBO GO is also available on the Roku player and Xbox 360 and can be watched through a web browser. An active HBO subscription is required to use the online service, although standalone subscriptions have long been a source of speculation.
The network hopes its online offerings will discourage people from illicitly streaming and downloading shows like Boardwalk Empire and Game of Thrones, which are some of the most heavily pirated TV series on the Internet.
While the new update further cements the Apple TV's status as one of the premier media streamers on the market, the company still considers the third-generation device a pet project.
"If you look at the size of revenue for this business, it's still quite small, so [Apple TV] still has the hobby label," said Apple CEO Tim Cook during a conference call last year. "But it's a beloved hobby."
A beloved hobby that may well be a stepping-stone to a much more significant product. Rumors of a full-fledged Apple smart TV have circulated online for a while now and CEO Tim Cook has hinted at the possibility of an "iTV" in the not-too-distant future.
