Apple to revamp its TV app in December in step consolidate video services

Apple TV app
Apple is working to redesign its TV app in a step toward consolidating the company’s video offerings later this year, Bloomberg News reports citing “people with knowledge of the matter.”
Mark Gurman fro Bloomberg News:
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The company is preparing a new version of the app for release around December as part of an upcoming tvOS software update, said the people, who asked not to be identified because the plan is private.
As part of the overhaul, the company will discontinue its dedicated apps on the Apple TV set-top box that let users rent and buy movies and shows. It will also remove the movie and TV show sections from the iTunes Store app on iPhones and iPads. An Apple spokeswoman declined to comment on the move.
The idea is to steer more customers toward the main TV app, which sits at the center of Apple’s expanding video strategy. There, users are able to subscribe to TV+ as well as third-party video services… The app already lets customers rent and buy programs, making a separate iTunes option unnecessary.
The revamped app on the Apple TV box will include a new side panel on the left-hand side for navigating between video categories, matching a design aesthetic used by Netflix Inc. and other streaming services. In addition to running on Apple’s set-top box, the app is available on smart TVs produced by other companies.

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MacDailyNews Take: Good. In a side note:
One major product naming goal is to concisely and instantly convey to potential customers what a product is and does. We find that goal particularly humorous when trying to explain Apple TV, Apple TV+, and the Apple TV app to normal people who don’t have time for obtaining doctoral degrees.
The process involved in product naming can take months or years to complete. Some key steps include specifying the branding objectives, developing the product name itself, evaluating names through target market testing and focus groups, choosing a final product name, and marketing it with clarity. Obviously, with “Apple TV,” Apple hasn’t bothered with any of this.
Every day, we thank Jobs that there is no line of Apple TV TVs. – MacDailyNews, May 18, 2020
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