Apple has a new strategy for how it will take over your television, only instead of selling you TV streaming service that replaces cable, the company is reportedly working on a interface that will help users find what content is available on every iOS and tvOS app.
Tv programmers and video companies have allegedly been approached by Apple about creating a digital TV guide for iPhone and Apple TV that will let users find video content from HBO, Netflix, ESPN and more without having to actually open the apps.
“Apple’s plans are an outgrowth of the TV service it wanted to launch last year,” reports Peter Kafka at Recode. “The difference is that in 2015, Apple wanted to sell TV programming directly to consumers and provide them with a new interface that would make it easy to find the stuff they paid for. Now Apple is just working on the interface.”
By focusing solely on the interface, video producers can sell their content directly to customers or give it away for free. The new feature will rely on the “Single sign-on plan” Apple unveiled at WWDC in June to make the process of finding content seamless.
The new Apple TV Guide could be great way for users to find what to watch, but TV industry executives are reportedly less enthusiastic about it because it could weaken their ability to promote shows if viewers come through the guide instead of individual apps.