TV is the simple name of a new Apple app coming to iOS. Integration and intermediation seem to be the objective.

Virtual Video Hub for Apple

The front page of Apple’s TV app will have fresh releases from shows that the user already watches, whether it be through iTunes or an integrated service such as Hulu, HBO Go and FX. These partners provide primarily USA-only services, so we’re eagerly awaiting word on comparable benefits for countries like Australia and New Zealand.

As well as integrating them, TV promises to intermediate and streamline payment for such add-on services. Users will be able to access and pay for third-party video apps directly through the store built into TV.

Integration

While integration with partner services is the lead line on promotions for the app, it also rolls in a number of pre-existing native iOS features.

The personal video library from iTunes is coming across, listing all the videos that a user has bought or rented. It will also present suggestions for new media based on previous preferences and allow traditional browsing.

Siri is also in it, gaining the ability to launch video streaming with a single-line verbal command. This will work both for shows that are accessed via integrated apps and for iTunes purchases. Apple’s demos indicate it will also include live-streaming sport and events through other partner services.

Out of the loop

A couple of major video streaming players are notably absent from early info: Neither Netflix nor Amazon are currently slated to integrate with Apple’s TV app.

Want it?

Apple’s TV App is not out yet, but it will be soon. Expect it to launch alongside the iOS system update scheduled for December 2016.