The TV app aggregates content from various providers, letting users find shows from different channels without needing to switch between apps. However, if you need to buy access to a channel or show, Apple sends you outside the TV app.
Sources tell Bloomberg that Apple plans to role out subscription purchasing next year. It could eventually move streaming to its own app as well.
Apple is positioning the TV app much like Amazon does with its Channels program, which allows customers to add subscriptions for HBO, Starz and Showtime to Amazon Prime Video. Customers who pay an annual subscription fee for Prime also get access to video and music streaming, and they can pay extra for a more robust content library. HBO, Starz and others have credited Amazon with helping them boost new online services by marketing them to its base of more than 100 million Prime customers.
Partners have described Apple's efforts with the TV app as the company's latest experimentation; however, Apple has committed to developing its own original content which could give the TV app a much more important role moving forward.
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