Apple thinks the future of TV viewing is in apps rather than traditional outlets or even a streaming service. Now the company is talking to TV programmers and other video companies about creating a digital TV guide that would work on both Apple TV boxes and other Apple devices, like iPhones and iPads, according to recode.
Quoting unnamed “industry sources,” the article says the idea is to let users see what kind of programming is available in video apps made by the likes of HBO, Netflix and ESPN, without having to open up each app individually — as well as to play shows and movies with a single click. Said sources claim Apple’s plans are an outgrowth of the TV service it wanted to launch last year.
“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,” says recode. “Now Apple is just working on the interface. It is letting programmers, distributors and customers work out the money part among themselves.
These plans were perhaps hinted at during June’s Worldwide Developer Conference. At WWDC Apple said that, or the first time, customers in the US will have a simplified way of enjoying pay-TV video channels by using single sign-on. Starting this fall, users only have to sign in once onthe fourth generation Apple TV to enjoy immediate access to their favorite video channels that are included as part of their pay-TV subscription.
Once a user is signed into one network app, any other app on Apple TV from participating pay-TV providers will automatically log the user into all other supported apps requiring authentication. uring the single sign-on process, customers can view a page of all the authenticated apps that a pay-TV provider offers to more easily discover, download and enjoy all of their favorite video channels.
Any network-TV app can take advantage of this technology to enable single sign-on and simplify the process for their viewers. Single sign-on will be available on both the Apple TV and iOS devices.