Apple to centralize video subscriptions through TV app

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It is useful when users want to locate shows from a wide array of apps and channels.

The app now presents a unified view of content that users can access, but they need to exit the Apple app and enter the ecosystem of the relevant third-party provider to subscribe to or purchase shows.

Apple's subscription service would be an alternative to customers subscribing to a number of video services from numerous apps and providers. This way users would no longer subscribe to streaming services through their individual apps that are available to download from the App Store.

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Apple's plans to develop its own streaming TV service floundered but the company has since moved to a different strategy. Nobody knows how Apple is going to own original programming works will factor into the subscription service. According to Bloomberg, revenue from services climbed 31 percent last quarter. 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.

It also makes more sense than using Apple Music which probably wouldn't be the first platform you'd think of if you wanted to watch shows.

The irony is that while Apple is the leader in sales of movies and TV shows thanks to iTunes, the tech giant couldn't seem to leverage iTunes to ride the streaming services wave. Over the years, the company has tried exploring various means to expand into the online video industry. The networks balked. Instead of the live TV service, Apple launched the TV app in 2016, pulling together content from existing apps. Apple TV box market share trails rivals Roku, Google Chromecast and Amazon Fire TV, according to research firm EMarketer.

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