When it comes to television, a good user interface is key. With such a growing variety of sources to choose from, understanding how viewers get to the programmes they want to watch is important when creating the functionality to help them get there. This is what Apple seems to be trying to achieve with Apple TV’s universal search feature. Giving third party developers access to this functionality could mean a much better experience for users in the long run.
Due to arrive at market later this month, the next-generation Apple TV’s new universal search feature will allow users to search for a movie or TV show and get results from a number of different sources. No more jumping between apps to find the shows they want to watch. This feature will enhance the viewing experience by allowing users to search all (or most) sources at once, then simply choose the one they want to watch it on. Using Siri, users will also be able to do things like search for specific actors and directors, or run other targeted searches.
By making the API available to more than just its key content partners, Apple can make even more options available to viewers, creating an even better viewing experience. In a recent article on BuzzFeed, Apple CEO, Tim Cook, was quoted saying,
“At launch we’ll have iTunes, Netflix, Hulu, Showtime, and HBO — so we’ll have five major inputs into universal search initially. But we’re also opening an API, so that others can join in. I think that many, many people will want to be in that search, and that’s great for users. Think about your experience today. Even if you’re fortunate enough to have the content you want to watch in an app, you sometimes don’t remember exactly where that show is, so you’re going to Netflix or Hulu or Showtime. You shouldn’t have to do that. It should be very simple.”
The new Apple TV will come with a new and improved remote control, deep Siri integration and a 64-bit Apple A8 chipset that improves performance.