Apple has announced a new Apple TV app that brings all your shows and videos into a central app.
It's simply called "TV," Apple CEO Tim Cook revealed on Thursday.
Basically, the app will tie together whatever services you have, from HBO to Showtime to CBS, and provide you with one place to find new shows to watch and pick up where you left off.
It's also available on your iPad and iPhone.
In the "TV" app, you'll be able to browse by category, as well as look at "hand-curated" collections by Apple's editorial team. Beyond hooking into services you already have, "TV" also has a section called the "Store," which let you buy new shows or movies, or sign-up for premium services like Starz or Hulu.
On Thursday, Apple also showcased its "live" Apple TV abilities, which use Siri to drop you into live events like sports (by channel or by event name).
Apps and TV
This "TV" app fits neatly into Apple's new plan for TV, which revolves around building an advanced TV guide rather than creating its own TV package, as industry sources told Recode's Peter Kafka in August.
Last year, Apple CEO Tim Cook declared that the "future of television is apps," a refrain that has been repeated by Apple execs over and over since then (and Cook repeated again Thursday). But navigating separate apps is a horrible way to watch TV, and it seems that Apple knows this. Most people don't want to navigate the 8,000 different Apple TV app menus and designs, each ostensibly tailored to the type of TV content that lives within them.
Apple sees room to innovate, and seems to be building toward an Apple TV that serves as a universal search, browse, and suggestion platform that fetches you the right content — as fast as possible.
There was one caveat on Thursday, though: Netflix was conspicuously absent from the demo.
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