This isn't the launch of Apple's streaming TV service, Apple TV Plus, but more of a step toward that launch by introducing users to the new design ahead of the fall launch.
The company is launching a redesigned version of the Apple TV app as it also prepares to launch its new TV+ streaming service later this year.
Apple's sales from its services business, which also includes sales from iCloud, the App Store and other businesses, reached $11.45 billion in its most recent fiscal quarter, compared with analyst estimates of $11.32 billion, according to FactSet data.
Apple announced the new TV app as part of its Apple TV+ and broader services announcement in late March. The Apple TV app is coming to Roku and the Fire TV. Netflix has said it will not be included in Apple's channels, which means programming on Netflix will appear in search results but viewers will need to exit the Apple TV app. Because Apple doesn't control the platforms that the new TV app is expanding to, it's understandable why they can't offer these legacy integrations anymore, despite keeping them available on their own first-party platforms.
"Users can quickly find and watch their favorites with activity synced across devices, as well as explore expertly curated collections based on a secure and comprehensive understanding of users' viewing interests", the firm notes. The Apple TV app offering Apple TV channels also is available on all 2019 Samsung smart TVs and select 2018 models.
The new Apple TV app also has a new Kid section. And so far only three pay TV providers are supported in the Apple TV app - Charter Communications Inc's Spectrum, AT&T Inc's DirecTV Now and Sony's Playstation Vue.