Apps are the Future of TV
It had improved navigation and even included Siri.
But the biggest change was that
the new tvOS operating system that was based on iOS 9.
“There has been so much innovation in entertainment and programming
through iOS apps, we want to bring that same excitement to the
television,” said Eddy Cue, Apple’s senior vice president of Internet
Software and Services. “Apps make the TV experience even more compelling
for viewers and
we think apps represent the future of TV.”
Apple TV "Coming Soon" page in 2015 explaining
"It's all about apps ... making your TV feel as personal as your iPhone or iPad"
The available apps included iTunes, Netflix, HBO, Showtime, prime time network television apps (but not local programming), sports and more options associated with traditional and cable TV.
But it also gave creators more visibility. It launched with the
YouTube app,
Twitter’s Periscope for live streaming,
Vimeo videos and more. You could watch Twitch livestreams and content from other
platforms on your TV using AirPlay with your phone.
All the
content on YouTube was just as available as the content on prime time
television.
Pick your platform
Of course Apple was not alone with this trend. Google and other companies made hardware that let you watch both TV and creator content on the big screen.
In 2015 Google launched a new version of
Android TV in Smart TVs and a new
Chromecast. There were also new versions of
Roku
and
FireTV.
By 2015
nearly two-thirds of Americans had a smartphone, with
similar numbers in Europe and much of Asia. People were used to using apps.
The View from 2025
Now in 2025, people still watch broadcast and cable TV, but that has been overtaken by streaming services.And of streaming services, YouTube is the big winner, leading Netflix, Prime Video and other platforms. It's the most watched video provider on televisions in the US.
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