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Apple Streamlines Entertainment Experience with Redesigned TV App


Apple is said to be in the process of revamping the Apple TV app. According to a report by Bloomberg’s Mark Gurman on Tuesday, the company intends to centralize its video offerings exclusively within the TV app across all its devices. Citing sources familiar with the matter, Gurman suggests that a new version of the app is set to be launched “around December” as part of an upcoming tvOS software update.

As part of this restructuring, Apple purportedly plans to eliminate its dedicated (iTunes-based) Movies and TV Shows apps from the Apple TV set-top box’s interface. Furthermore, it aims to remove all video-related sections from the iTunes app on iOS and iPadOS. Notably, the TV app already encompasses the functionality of renting and purchasing digital video content, making this alleged change more about streamlining and eliminating redundancies than altering core features.

The updated app is expected to feature a left-side panel for video categories, resembling the interface of streaming competitors like Netflix. Apple’s TV app currently consolidates video content from the Apple TV+ subscription service, rented and purchased movies, live sports networks, and compatible third-party services such as Amazon Prime, Paramount+, and Starz.


Apple has significantly increased its investments in video content, dedicating billions to projects such as Martin Scorsese’s “Killers of the Flower Moon,” which recently premiered in theaters and is set to arrive on Apple TV+ at a later date. The Apple TV+ platform boasts a lineup of original series, including popular titles like Ted Lasso, Severance, The Morning Show, Silo, and Foundation. However, the company reportedly made an abrupt decision to cancel “The Problem with Jon Stewart” this month, citing disagreements over Stewart’s intended editorial content related to AI and China.

In other Apple developments, the company has issued invitations for an event scheduled on October 30. Dubbed the “Scary Fast” streaming event, it is anticipated to focus on the introduction of new Macs. Potential highlights may include a revamp of the aging iMac line and MacBook Pro, potentially powered by a new M3 chip.

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