Apple is also trying to simplify the Apple TV for users — a key move as more cord-cutting services flood users with more options than they may actually be willing to sift through. With a new Apple TV app simply called “TV,” the company is aggregating users' many streaming options into one spot, making it easier to search and surface content. It looks somewhat like iTunes, but with television content. And, of course, it works with Siri for search.
The app will look the same across Apple TV, iPhone and iPad and will be part of a free update in December.