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In the last half decade,femdom cunnilingus sex videos the universe of television has undergone rapid expansion. More and better TV sets, a diverse array of set-top boxes and services and a blessed cornucopia of excellent content from more sources than were ever imaginable.

Television watching in 2016 is a wondrous and, often, confounding experience. In my own home, we now have a cigar box-sized container for all of our remotes. Each one controls a different device. If we’re watching something from FiOS TV, we grab the DVR remote. However, more often than not, we’re deciding which binge viewing experience we want to start or continue. This usually means figuring out which set-top remote to use and then, sometimes, which app we’ll access to find Episode 21, Season 2 of CW’s The Flash.

TV is, in other words, exhausting.

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SEE ALSO: Everything you missed at Apple's MacBook event

Apple’s been looking at the TV arena for years. Company CEO Tim Cook often describes Apple’s intense interest in the category. For a while, many thought this meant Apple was building an actual TV set, even as its Apple TV set top box grew from a hobby into a billion-dollar business. Apple doesn’t, or wont, say it, but the dream of a physical Apple TV is dead. And now we know what’s going in its place:

The Apple TV TV app.

Seriously, it’s a new Apple TV set-top box app called, as Tim Cook said at the company’s Cupertino headquarters on Thursday, “simply ‘TV’.”

Original image has been replaced. Credit: Mashable

As if to drive the purpose and point of this app home, the icon is of a TV, perhaps to look like the television set the company probably once considered building.

Apple’s TV app lives firstly on the Apple TV set top box, but it is also at home on the iPad and iPhone. The content consistency across devices is managed in the background by your Apple ID and the iCloud.

It seeks to simplify not only the TV-watching experience on Apple TV, but your entire TV content consumption experience through a myriad of services and content choices.

Sign in once

Perhaps we should have seen the TV app coming. Earlier this year at Apple’s annual developers conference, the company revealed that the upcoming TV OS update would finally allow for single sign-on. No more downloading the Showtime app and then running to your PC to grab an authentication code. If you’ve done it once through the Apple TV app, it will be done for all devices using the app.

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While Apple didn’t give anyone true hands-on time with the new TV app, I did see it at work. The icon owns a prime spot of the Apple TV interface and, at least for viewing content (as opposed to playing games or listening to music), Apple’s TV app may be where Apple TV owners spend most of their time.

Original image has been replaced. Credit: Mashable

The screen is front loaded with what you were watching most recently and right below it are other shows you’ve been watching. It doesn’t matter which service or Apple TV set-top app they come from, in fact, app, network and service provider names don’t even appear.

However, the TV app is not doing the job of all those services and apps. Instead, it’s like a smart television-viewing traffic cop, managing all the interactions behind the scenes: accessing apps, finding the shows, managing playback. If you hit the menu button on the Apple TV Siri Remote, you can see the show in its native environment: HBO Go, for example.

To get back to Apple’s TV app, you hit the TV icon on the remote, formerly the “Home” button. That’s right, Apple’s concept of “Home” on Apple TV is officially shifting to the Apple TV app. Not only will you be able to watch you content through the app, but also sign up for new services through it.

Inside Apple’s TV app is Watch, Library, Search and Store. The latter lets you find new services like Starz, download the app and sign up right there through Apple TV and the new TV app. No more cable company and, maybe, no more confusion.

Apple’s TV app will also mark the demise of the “Video” app in iOS (that mobile OS will get updated at the same time as TV OS). You remember “Video,” it’s that odd, nondescript app you only open when you’re trying to find video content you bought through iTunes. That will turn into Apple TV. You’ll find your purchased and rental content under “Library.”

Original image has been replaced. Credit: Mashable

The TV app's ability to crawl through all the content on all your subscriptions and elevate content you may enjoy could lead to more serendipitous discovery. A service like HBO Go, for instance, includes not only the latest episodes of West World, but a vast library of movies (some good, some awful). Personally, I hate scrolling through some of these long lists on dedicated apps. It might be nice to just notice that And the Band Played Onis still available on the service, right inside the TV app.

Yes, Cable, worry

In the demo I saw, even live TV will fall under the purview of this new TV app. I watched as someone searched for live college football games by speaking into the Siri remote. Saying “Watch the Louisville game,” brought up an in-progress game. The source of the live video was the ESPN app. A search for more live games brought up a list of games to choose from. Again, none of this is possible unless you have an ESPN subscription. (You can do this today with the current Apple TV, but the update will make it part of the new app).

The TV App will also queue up TV content you watch, including last night’s show or an upcoming episode (all accessed through a network’s app, like ESPN, Starz or HBO, in the background). Plus, there’s a list of editorially suggested content in Spotlight and somewhat narrower category areas like Kids.

If you no longer have to subscribe to channels through cable and can watch both time-shifted and live TV through Apple TV and the TV app, Cable’s role could soon be diminished to high-speed data pipeline provider.

Challenges

There are, though, significant caveats. When the Apple TV app arrives in December, it will only work with the latest (and larger) fourth-generation Apple TV boxes. In addition, Apple’s dream of giving you access to your world of available TV content could be hampered by partners unwilling to rewrite their apps for the updated TV OS. Netflix has offered only tepid support for the TV App, which isn’t surprising when you consider how effectively Apple has scrubbed away third-party branding from the Apple TV app.

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And then there’s Amazon. The company has a library of award-winning content that is unavailable through Apple TV. I’m certain Apple would happily accept an Amazon Prime video app from Amazon, but the online retailer has shown zero interest in building one. The logo-scrubbing Apple TV app may only serve to push Amazon further away.

Apple is talking to Netflix and most of its content partners about working with Apple TV, with a goal of getting all of them on board.

As for bingeing consumers like me, a one-stop shopping interface for all most of my television viewing needs is attractive, but only if Apple can convince Netflix to join the party.

Topics Apple