Apple is reducing the availability of the Apple TV app for users with smart TVs. Reason? According to the company, there are now other devices where you can watch movies and series from Apple’s streaming service.

If you have an Apple TV+ subscription, you’ll (soon) see a page with other ways to view Apple’s content on your Android TV. And you can no longer buy or rent movies and TV shows in the Apple TV app. Movies already purchased will continue to be available through the Apple app.

The Apple TV app first became available on select Android TV devices in late 2020, but wasn’t available on all Android TV devices until June last year. Less than a year later, Apple pulls the plug so the app can only be used to view content you’ve purchased outside of the app.

According to The Verge, this concerns all devices running on the Android TV operating system, as well as streaming dongles such as Chromecast with Google TV. That’s why you’ll have to find another way to watch your favorite TV shows and movies on Apple TV+. You can currently use the Apple TV app on iPhone and iPad, among others.

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Why does Apple choose this?

The option to cancel support for Android TV is somewhat noticeable. There is so much supply these days that streaming services are falling on top of each other to attract users. Wide availability seems like a necessity, but Apple sees it differently.

There could be several reasons for this. For example, Apple and Google are each other’s biggest rivals, and Apple will not be willing to transfer some of its revenue from the Apple TV app to Google. Apple pays 30% of each purchase amount to Google.

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It could also be a way to persuade more users to adopt the Apple ecosystem. It is not without reason that Apple no longer gives notice of purchasing or renting content in the Apple TV app on an iPhone, iPad or other streaming device. Because how are you going to watch the new season of Ted Lasso or The Morning Show?

There are other options for watching these series without having to buy an Apple device at home. For example, the Apple TV app works on most Samsung and LG smart TVs, as well as Xbox and PlayStation consoles.

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