Apple launched its new TV app, which includes access to premium channels that allow users to download full episodes of popular series including HBO’s “Game of Thrones.”
Kit Harington and Emilia Clarke in Season 8, Episode 4 of the HBO series “Game of Thrones.”
The new app is a shift in Apple’s previous strategy of selling hardware that connects to televisions. Since 2017, Apple has kept its roughly 13% market share among U.S.-connected TV users, while other competitors such as Roku are expected to reach a 37% market share this year, according to research firm eMarketer.
A free app installed on Apple devices that works with providers could help Apple increase its presence in the home and further its strategy to increase its revenue in services from $37 billion in fiscal 2018 toThe company’s biggest money-maker continues to be the iPhone, and Apple has faced pressure to increase its revenue in other areas as sales of the flagship smartphones have been in decline.
Users can also mirror the content on their iPhones and other Apple devices to certain smart TVs using a feature called AirPlay 2.Many of the channels will charge the same price on Apple’s TV app as they would if consumers signed up on their websites. By sharing their revenue, partners will get access to Apple’s large audience, but will collect less data from those subscribers than if they had signed up directly from their own apps.
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