Apple has in its plans give your TV application a good facelift with the aim of strengthening and consolidating the Apple TV+ streaming service as well as the options it already offers for purchasing and renting movies and television programs. All this according to the latest information from Mark Gurman in his weekly Bloomberg newsletter.
The application currently has its shortcomings and It is not 100% intuitive It does not show the user clearly which content is paid for, which is under their subscription, nor does it promote the offering of new content as other competitors such as Netflix do. This has made Apple very correctly consider giving a facelift to the entire ecosystem of applications in this area that it currently has available.
This means that Apple is thinking about discontinuing the iTunes Store app where we can rent/buy movies on our iPhones and iPads. This movement would take all users to the TV app which also has this service in addition to third-party services to which the user can subscribe.
Apple's goal with its TV app has always been be a streaming content hub, centralizing all that content where, the new redesign, according to Gurman, We can access the different types of content in a specific menu located on the left. To make it visual, similar to what we have on Netflix where we can select between Movies, Series, Documentaries, etc.
The objective is to counteract what we said at the beginning of the article and this goes through Make the app intuitive for the user and clearly show which content is from Apple and which is under your Apple TV+ subscription. Great move from Cupertino and highly anticipated by users.