Apple selling streaming subscriptions through its TV app

Apple is going to give the TV app subscription options as a choice to demanding customers.

Bloomberg, which cited sources familiar with the matter, noted although the TV app now allows users to find video content from a range of other apps and channels, users must download or buy them independently of Apple's app. It actually makes sense because the TV app is available on the Apple TV, iPhones, and iPads, which means that it is nearly universally available across Apple's ecosystem (save for the Mac).

Apple already taps into subscription revenue for third-party video services when customers subscribe via apps downloaded from the App Store.

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Right now, the TV app aggregates content from other providers, allowing people to locate shows from a wide array of apps and channels like ABC, NBA League Pass and HBO, rather than having to hop between different apps. Nobody knows how Apple is going to own original programming works will factor into the subscription service. With Apple's new plan, users could be able to pay the total fee of the services they'd like to use and Apple will make sure that its distributed fairly. Sales from services climbed 31 percent in the most recent quarter, reaching a record $9.2 billion.

Thanks to iTunes, Apple has become one of the biggest sellers of movies and TV shows. Much of that content can't be viewed without a paid subscription to a third-party service. The networks balked. Instead of the live TV service, Apple launched the TV app in 2016, pulling together content from existing apps.

Apple was rumoured to be working on an actual TV set for a long time but reports pertaining to that stated "the project eventually went nowhere and it's dead now".

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