Apple to Expand Video Strategy By Revamping TV App

Apple is reportedly reworking its TV app in order to consolidate the company's video offerings and steer more customers towards the main app.

Apple to Update TV App by December

Apple is already preparing the new version of the app just in time for its release in December, as disclosed by someone in the company. While most of the plan is under wraps, the upcoming tvOS software update is part of Apple's expanding video strategy.

In 2016, Apple launched the TV app which featured content from iTunes, Apple TV+ subscription service, live sports networks, and some third-party offerings such as Amazon Prime. Likewise, the reworked app will have an option to subscribe to TV+ along with other services like Paramount+ and Starz.

However, as part of the redesigned plan, the company will discontinue some apps on the Apple TV set-top box which allows users to rent and buy shows. There are also reports showing that the company will remove the movie and TV show sections from the iTunes Store app on iPhones and iPads.

Apple as Go-To Hub for Streaming

All of these are part of Apple's plan to become the go-to hub for streaming content. Through the consolidation of the company's video offerings, Apple wants to gather all customers into one main TV app.

The company has been investing in movies and shows such as "Killers of the Flower Moon" directed by Martin Scorsese which customers can watch by subscribing to TV+ for $6.99 a month. At the same time, they can also have access to the Major League Soccer for $12.99 a month.

Users of the Apple TV box can expect a few changes once the revamping is released. The updated app will include a new side panel on the left side which will be used for navigating between video categories. The app will also be available on other smart TVs from other companies aside from running it on an Apple set-top box.