Apple is phasing out the iTunes Movies and TV Shows apps on Apple TV, according to the latest tvOS beta. The release candidate (RC) for tvOS 17.2, now available to developers, no longer includes the streaming purchase and rental apps. Instead, the apps are being folded into the TV app, as first reported in October. Although the home screen icons for iTunes Movies and TV Shows are still present in the tvOS 17.2 firmware, they now redirect to the TV app.
The change is essentially a rebranding, as the TV app already offers the same functionality as the iTunes apps. Additionally, the update to the TV app includes new features such as the ability to filter by genre in the purchased section, the availability of box sets in store listings, and a new sidebar design for easier navigation. This move aligns with Apple’s increased investment in video content and its reliance on the services division for growth.
Apple’s original series and films, such as Martin Scorsese’s “Killers of the Flower Moon” and popular shows like “Ted Lasso,” “Severance,” “The Morning Show,” “Foundation,” and “Silo” are driving the company’s push into video content. “Killers of the Flower Moon” is currently available to rent or buy in the TV app and is set to debut on Apple TV+ at a later date. Apple’s move away from the iTunes brand and integration of its streaming services into the TV app could potentially nudge more users into Apple TV+ subscriptions in the future.
