Apple is planning to give its Apple TV+ app a makeover, according to Bloomberg . Viewers can expect to see the changes in December’s tvOS update.
Apple aims to make its TV app a one-stop-shop for streaming content. The redesign would make the TV app the main location to rent and purchase shows and movies. In addition, the refreshed app will reportedly sport a side panel where viewers can browse different video categories.
Creating a central hub for content could drive more customers to embrace both the Apple TV interface and, eventually, the Apple TV+ streaming service. When it comes to streaming today, consolidation is key. The amount of time someone spends trying to find something to watch is correlated to churn rates, according to Eric Sorensen, Parks Associates streaming video editor.
While Apple, one of the most profitable companies in the world, doesn’t necessarily need to worry about the service making money, it is interested in increasing the reach of its service. Despite popular hits like Ted Lasso and critical darlings like Severance, it remains one of the smaller players in a crowded field.
Creating a streamlined user experience is one way companies can appeal to viewers overwhelmed by the content discovery process. Apple isn’t the only one looking to do this. Disney, for example, is planning to fold Hulu into its Disney+ app, and, according to reports.
Apple announced its second fall event on Tuesday, coined “Scary Fast.” The event, slated for October 30 – three days before its quarterly earnings report – could unveil several new and refreshed Macs.
Apple wasn’t immediately available for comment.