If there’s one Apple product that would truly benefit from some courage, it’s the new Apple TV.
Apple’s $150 streaming box isn’t a bad product, but it faces the same fundamental challenge as other streaming boxes: With so many apps competing for users’ attention, managing and sorting through them all can be a chore.
Last week, Apple provided a glimpse at its solution, a new app called “TV” that acts like a universal viewing guide. Instead of bouncing between a dozen apps to find something to watch, TV pulls lots of content into one place. Apple will also offer a “single sign-in” feature for cable-authenticated apps, so you don’t need to keep re-entering the same login credentials. Both features are due out in December.