Today Apple released tvOS 10.1 and iOS 10.2, both of which bring several additions to the operating systems. Chief among all additions, the clear centerpiece of these updates is a brand new app called TV. When Tim Cook announced this app onstage earlier this fall, he plainly stated its purpose: TV exists to create a unified TV experience, one place to access all TV shows and movies.
Does it succeed? Is this the best television experience available today?
Before answering those questions, it's important to consider the history of underwhelming television endeavors that brought Apple to this point.
Steve Jobs introduced the first Apple TV set-top box over ten years ago, in September 2006. That product unveiling came at the tail end of a keynote focused on the iPod and iTunes, where Jobs announced the additions of Movies and TV Shows to the iTunes Store. At its birth, the Apple TV was not meant to revolutionize television; it was made to support the iTunes ecosystem Apple was building.
Throughout its first three iterations, the Apple TV was never a hallmark product like the iPod, Mac, or iPhone; it was simply a hobby for the company. It was Apple dipping its toes in the TV market. But the fourth generation Apple TV represented a shift. With modern hardware, a new operating system dubbed tvOS, and a vision that the future of TV is apps, Apple dove full force into the television market. It set out to create the best TV experience possible.
The newly released TV app is a significant step forward in realizing that goal.
TV is intended to address a modern issue. While the future of television may be apps, up until now Apple's implementation of that vision has been lacking; it's been lacking because the more video apps you have, the more navigating it requires to find the content you love. More time navigating means less time watching. TV was built to solve this problem.
The TV app on tvOS and iOS centralizes content from a wide array of video apps in one place, presenting that content in a simple and familiar interface. No one wants to juggle an assortment of video apps, jumping from one app to another to find the content they're looking for. We've all learned to tolerate it, but none of us wants it. So Apple built TV to be the new hub of our video-watching life.