Until recently, it had been lumped in the same speculative basket as Apple HDTVs and Apple self-driving cars.
Apple, which has been struggling to gain ground for its TV services, plans to debut the revamped app early next year.
We've long known that Apple is working on original TV content.
Well, that's one way to differentiate yourself in the crowded streaming video market.
As part of the strategy, Apple will also offer free access to its original programming through the app.
And surprise, surprise: said service will come to Apple device owners via the TV app that's now available on iOS and tvOS. The new digital service will actually make use of the "TV" app that many Apple users are already familiar with.
The official data released by Apple also shows that 7 percent of devices introduced in the last four years and 11 percent of all devices are running iOS 10 or earlier. As evidenced by the image below, 40% of iOS users on recent devices are still running iOS 11. Sure, the "TV" app has helped with that now, but it still need to be improved in order to be as helpful as users want it to be.
If Apple can find the next Stranger Things or Game Of Thrones, this service could have a real shot at supplanting Netflix in the lounge room - particularly if it provides access to the best content from rival streaming giants.
While many streaming services like Netflix and Amazon Prime Video have a back catalog of third-party content, it's the original content the streaming services produce that is seen as the reason a customer chooses one service over the other.
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