New Apple TV App Promises “Unified Experience” for Accessing Content

CUPERTINO: Apple has unveiled a new TV app that provides a single access point for TV shows and movies from multiple sources.

“Using apps on Apple TV, iPhone and iPad has become the primary way for so many of us to watch television,” said Eddy Cue, Apple’s senior VP of internet software and services. “The TV app shows you what to watch next and easily discover TV shows and movies from many apps in a single place.”

Key features within the TV app include Watch Now, where viewers can see their collection of available shows and movies from iTunes and other apps; Up Next, presenting the shows and movies viewers are currently watching, including recent iTunes rentals and purchases, in the order they are most likely to watch first; and Recommended, a selection of curated and trending shows and movies. Viewers can access their entire collection of iTunes movies and TV shows that they have rented or purchased on iTunes using the Library feature. If users are looking for something new, they can check out the Store to discover fresh content across video services that they have not yet downloaded or are not yet subscribed to. New Siri capabilities offer immediate access to live events with single voice commands.

The TV app will be available for Apple TV, iPhone and iPad; when users begin watching on one device they can continue where they left off on their other Apple devices.

In addition to the new TV app, customers in the U.S. will have a simplified way of enjoying their pay-TV video apps by using single sign-on. Starting in December, subscribers to DIRECTV, DISH Network and more will just sign in once on Apple TV, iPhone and iPad to have immediate access to apps that are part of their pay-TV subscription.