Apple Announces Universal TV App for 'Unified TV Experience'

Apple announced a new universal Apple TV app called 'TV' at its "Hello again" event today.

The TV app is a "unified TV experience" works in sync across Apple TV and iOS devices, and provides an easy-to-use hub for accessing and discovering TV shows and movies in a way that "will change how we watch television", says Apple.

"Using apps on Apple TV, iPhone and iPad has become the primary way for so many of us to watch television," said Eddy Cue, Apple’s senior vice president of Internet Software and Services. "The TV app shows you what to watch next and easily discover TV shows and movies from many apps in a single place."

The app features category tabs across its main screen. "Watch Now" lists TV episodes and movies you are currently watching. It includes series you might be binging on, as well as new episodes of series you also follow.

With the "Up Next" sub-category, users can enjoy the shows and movies they are currently watching, including recent iTunes rentals and purchases — all presented in the order they're most likely to watch first.

For example, when viewers finish an episode, the next one automatically appears at the start of the Up Next queue, as well any new episodes as they become available.

There's also a "Recommended" sub-category with curated content lists across TV series and movies available in iTunes, broken down by genre. Subscribing to pay-TV third-party apps like DISH also feeds in channel-specific entertainment information.

With the Store category, users can look for something new across video services that they have not yet downloaded or are not yet subscribed to, along with the latest releases on iTunes.

Apple also introduced a new Siri feature for Apple TV that lets viewers tune in directly to live news and sporting events across their apps. Siri is now aware of live sporting events across apps so users can simply say things like, "Watch the Liverpool game" or "Which games are on right now?" Siri also knows additional details of the games, can provide live scores and can take viewers directly to the live stream within the app that’s carrying it, according to Apple.

The TV app will be a free software update in December for Apple TV (4th generation), iPhone and iPad customers in the US. Live tune-in with Siri is available today.