An app that’s already installed on millions of iPhones, iPads and Apple TV streaming devices will serve as a springboard for Apple to launch its much anticipated video subscription service.
Apple unveiled its TV app back in 2016, heralding it as the one place viewers could find and watch TV shows available through entertainment apps, like HBO Go or Hulu, rent or buy movies through the iTunes store, and get viewing recommendations. The app, with its big-screen TV icon, comes already installed on Apple devices, though measurement firm App Annie found it still lags Netflix and Amazon Prime in terms of user engagement.
The company has spent around a billion dollars striking deals with some of the most recognizable names in entertainment to bring original programming to Apple’s new subscription service, including a series starring Reese Witherspoon, Jennifer Aniston and Steve Carell, set against the backdrop of aBattlestar GalacticaApple is counting on the megawatt star power of Oprah Winfrey and Steven Spielberg to give a lift to a streaming service that debuts years after rivals like Netflix, Amazon and Hulu...
“Apple will instantly be a major player because, with a push of a button, it can place its service front and center before our eyes on hundreds of millions of devices,” said Peter Csathy, founder and chairman of CreaTV Media, a digital media consulting firm in Los Angeles. “Nobody else has that power. No one.”
Viewers would use the app to watch shows on their iPhones and iPads, on the TV with Apple TV, or on smart TVs that integrate Apple's software.
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