Over the last few weeks Apple has quietly debuted a new YouTube channel dedicated to one of its services: Apple TV. The Apple TV channel is home to a variety of videos, like trailers for upcoming films and TV shows, exclusive behind the scenes clips and interviews tied to popular shows and movies, and, of course, videos highlighting Apple's own original content efforts, like an Apple TV+ trailer and Carpool Karaoke previews.
Every video on the channel appears to be ad-free, which could offer a compelling reason to watch trailers for upcoming films, such as Star Wars: The Rise of Skywalker, through the Apple TV channel rather than a competing channel where ads are commonplace.
The launch of an Apple TV channel on YouTube is no big surprise, particularly as Apple moves further into the video and entertainment space. However, the channel does have an odd, yet interesting relationship with Apple's own TV app. While the channel serves to promote the Apple TV service, its videos by and large aren't available on that service's app. The behind the scenes clips and interviews found on this new channel are not currently available in the Apple TV app, only on YouTube – though it's certainly possible that will change in the future. Similarly, most of the trailers on YouTube are unavailable in the TV app, since unreleased films and shows don't exist in TV's content database.
Trailers for unreleased films have historically been served through Apple's iTunes Trailers platform, which is still alive though somewhat stagnant – the iOS app hasn't been updated for a year and carries many dated design conventions. However, the launch of an Apple TV YouTube channel may indicate Apple's plans to slowly shutter that service.
As Apple's redesigned TV app launches next month as part of tvOS 12.3 and iOS 12.3, and we draw nearer to the launch of Apple TV+ this fall, it will be interesting to see what kind of content Apple funnels through this new YouTube channel rather than the TV app itself. Will most videos continue to be YouTube-exclusive, simply serving to promote films and shows that can be watched in the TV app? Or will the TV app eventually house all of this content as well, with YouTube merely serving as a means of greater exposure for Apple's TV efforts? We shouldn't have to wait long to find out.