Apple To Revamp TV App in Step Toward Simplifying Video Services

Apple will redesign its TV app in a step toward consolidating the company's various video offerings later this year, part of its efforts to become a bigger player in the streaming world. Bloomberg News: The company is preparing a new version of the app for release around December as part of an upcoming tvOS software update, said the people, who asked not to be identified because the plan is private. The app, which first launched in 2016, aggregates content from iTunes, the Apple TV+ subscription service, live sports networks and third-party offerings like Amazon Prime. As part of the overhaul, the company will discontinue its dedicated apps on the Apple TV set-top box that let users rent and buy movies and shows. It will also remove the movie and TV show sections from the iTunes Store app on iPhones and iPads. The idea is to steer more customers toward the main TV app, which sits at the center of Apple's expanding video strategy. There, users are able to subscribe to TV+ as well as third-party video services like Starz and Paramount+. The app already lets customers rent and buy programs, making a separate iTunes option unnecessary.

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