The first part of Apple’s new TV strategy has officially rolled out. Today the company updated its TV app for iOS devices that includes the ability to subscribe to video services from networks like HBO and Starz, along with digital native channels like Tastemade. The programs are all routed through Apple’s main TV app.
The business of aggregating subscription channels is becoming a crowded one, with players like Roku and potentially Walmart all following Amazon’s lead. Apple is the first to offer subscribers the chance to download HBO programs to watch offline, which gives it a slight leg up in that regard. But the centerpiece to Apple’s TV strategy will be original content, and there are still many key questions—when these shows will be released, how much it will cost to get them—that remain unanswered.