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Comment: Apple's new ‘TV' app and why that once-rumored streaming service should exist
At its Mac event last week, Apple previewed a new app called ‘TV' that's coming in December to the iPhone, iPad, and Apple TV (and apparently not the Mac). The TV app is Apple's effort to unify the video watching experience that currently takes place across various (mostly paid) video apps.The videos are still served up in each channel's app, but Apple's new TV app is home base for discovering what to watch next or resuming something you've already started. It's less about providing actually new content and more about improving how you find content that you can already watch in other ways.And unless you pay for cable, you'll probably find the TV app to be somewhat limited when it launches. Potential Netflix integration could help, but an Apple-produced subscription TV service would unlock the full potential of the new TV app and the Apple TV…The TV app includes a new feature for syncing where you stopped watching a video on one device so you can start right there on another device. This will let you start a TV show or movie on your iPhone or iPad while traveling and finish it when you get home on your Apple TV.The best experience is had when you subscribe to cable or satellite so you can access paid video apps that will work with the TV app. Apple has a new feature in tvOS 10 and iOS 10 called Single Sign-On (SSO) that lets you authenticate once to unlock all channels that work with your subscription.The previous method required launching each channel on each Apple TV, iPhone, and iPad, and plugging a code into a web browser to prove you're a cable subscriber so SSO is highly welcomed. But that's where Apple's TV effort starts to get complicated.SSO didn't launch in time for all the new software updates in September, and now Apple says its coming in December with just two partners to start: DirecTV and DISH. Maybe Apple will sign up more providers like Comcast and Charter, which would add a big portion of potential users, but there's clearly a lot of work to do in the United States alone.