With so many people now streaming video as their only form of TV, Apple is reportedly working on a guide that will bring content from several different streaming apps into one place.
According to Recode, the new Apple TV guide may let users see what kind of programming is available in video apps like HBO, Netflix, and ESPN without having to open up each one individually. Citing industry sources, Recode said that Apple is developing the interface and letting programmers, distributors, and customers work out how revenue would be shared.
If the report is accurate, it would be a natural outgrowth of the single sign-on service Apple unveiled at WWDC in June. That feature will let customers authenticate all the video channels from their pay-TV providers with a single password. Starting this fall, once Apple TV users are signed into one network app, they'll be automatically logged into all other supported apps requiring authentication.
But the TV guide would take the idea one step further: besides signing in, users could browse all the shows and movies from the supported apps in one place. Roku already has a similar feature, but it's limited to the search function — you can search for a specific title across multiple apps, but can't browse their collections at once.
One thing that's unclear from Recode's report is whether or not Apple's TV guide service would extend to Macs and iOS devices as well as the Apple TV. An Apple spokesperson did not immediately respond to a request for comment.
An Apple TV guide would also steal some thunder from cable providers like Comcast, which has invested significant resources in its X1 home entertainment platform. X1 can browse broadcast TV channels and streaming apps, and recently added support for Netflix.