Apple Plans to Sell Video Subscriptions Through TV App

www.bloomberg.com

Lucas Shaw:

For the first time, Apple plans to begin selling subscriptions to certain video services directly via its TV app, rather than asking users to subscribe to them through apps individually downloaded from the App Store, according to people familiar with the matter.
This would simplify the process and bolster Apple’s TV app on Apple TV, iPhones and iPads, making it a central place for people to find, watch, and buy content. It would also be another way for Apple to keep boosting it’s services business, which it expects to generate $50 billion a year in revenue by 2021.
Right now, the TV app aggregates content from other providers, allowing people to locate shows from a wide array of apps and channels like ABC, NBA League Pass and HBO, rather than having to hop between different apps. But then Apple sends customers outside its app to buy access to those channels or watch shows. With the pending change, subscription purchasing would move to the TV app. Apple could eventually move the streaming to its own app, instead of sending users to third parties.

This makes sense, but it's hardly original or game-changing. This is exactly what Amazon has been doing, and it's working well for them (and for their partners). Apple's foray (if you can even call it that) into TV has been nothing if not disappointing. We got a slightly better set-top box with a remote that is somehow worse than the POS remotes of yore. It could have been so much more. And still can be! Alas, while this may be smart, it's hardly interesting. As Apple continues to back into television...

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