Published on May 11th, 2018 | by Kirk Hiner0
Report: Apple’s TV app to soon support video subscriptions
When Apple first unveiled their TV app, they mentioned the mess that digital subscriptions and purchases had become. Their aim was to connect the sources you use to stream content and make that all available in one place.
How well they’ve succeeded thus far is a matter of debate, but according to reports Apple is about to take another important step in easing this process.
You can currently search the TV app for available content, and if you’ve connected the relevant service to your account you’re all set to watch. If you haven’t, you have to bounce outside of the TV app to subscribe via the service’s own app, then come back to connect the new service to your TV account. Citing sources that asked not to be identified, Bloomberg is now reporting that Apple will soon allow subscriptions from directly within the TV app.
Right now, the TV app aggregates content from other providers, allowing people to locate shows from a wide array of apps and channels like ABC, NBA League Pass and HBO, rather than having to hop between different apps. But then Apple sends customers outside its app to buy access to those channels or watch shows. With the pending change, subscription purchasing would move to the TV app. Apple could eventually move the streaming to its own app, instead of sending users to third parties.
Being able to subscribe to channels and services within the TV app would be nice, but it’s not that inconvenient in its current state. The real trouble isn’t finding new subscription services, it’s finding the shows within the services to which we already have access. This is why I’m more intrigued by Bloomberg’s suggestion that Apple could allow us to stream shows directly within the TV app instead of bouncing us out to third-party apps. The closer we get to one app and interface that allows us to access all of our streaming media content regardless of the service, the closer we’ll be to having a true replacement for the convenience of cable and satellite.
That would also increase the value of the Apple TV itself. Although cord-cutters are eager to shed the exorbitant costs of cable and satellite subscriptions, they’re not so eager to lose the functionality of the cable box. If Apple can position the Apple TV as a physical replacement that provides easy access to all subscribed content through the TV app, it will take a huge and necessary step to pulling it back within reach of competitors Roku, Google Chromecast, and Amazon Fire TV.