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New Apple TV will support universal search in third-party apps

by Todd Haselton | October 5, 2015October 5, 2015 10:20 am PDT

Third-party developers will be able to take advantage of the universal search feature on the new Apple TV, CEO Tim Cook confirmed in a recent interview. Universal search will allow users to search for content, such as a TV show or movie, using voice controls. Until now, it wasn’t clear if that was going to be limited to Apple’s software, such as the iTunes Store, or if it would work across third-party applications, too.

“I think that many, many people will want to be in that search,” CEO Tim Cook told BuzzFeed in a recent interview. “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.”

In other words, the new Apple TV should let you search for a show — say It’s Alway Sunny in Philadelphia, for example — and will then return the various applications where that show is available to watch. It’s not a new option in the market with competitors such as Roku already offering takes on this concept, but it’s new for Apple TV users.

The new Apple TV is set to launch sometime this month.


Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...