Apple believes that the future of the Apple TV lies in apps, and is preparing to go all in with it. Cupertino announced its “Unified TV Experience”, which is a push to make Apple TV the central hub for watching TV.
Central to this push is the new TV app. Yes, it is just called TV. Which clearly signals Apple’s intent with the service. The app is able to collect all content and streams from other streaming services and iTunes libraries into a single page. This allows users to continue watching their shows from a common location.
While it sounds clunky, the sheer number of streaming services that have popped up may make this option rather attractive for Apple TV owners. Especially Americans who have to deal with Netflix, Hulu, HBO Online, and more.
Interestingly, the TV app is also available on the iPad and iPhone; and functions in precisely the same way. The app will be distributed through an update for iOS and TV OS later this year in the US.
Of course, Apple wants to integrate more than just content into the Apple TV. Cupertino has recruited Twitter to add a Twitter Timeline into sports broadcasts. This will display expert reactions, instant replays, and even Periscope videos for a more interactive viewing experience.
Interestingly, there is no option to Tweet from the Apple TV itself; although there is an option to send the Tweet to an iPhone for a response to be crafted. Twitter integration on the Apple TV will be available on NFL, NHL, and NBA games. It will also later include Bloomberg news and the US presidential election coverage from Buzzfeed.
One last thing Apple TV is introducing is Minecraft. There are few details about it, but Apple seems to firmly believe that people will want to play the popular survival building game on their TV.