The Apple TV app is finally coming to Xbox consoles on November 10, right for the launch of the Xbox Series X and Series S. The Apple TV app will join Netflix, Amazon Prime Video, Disney+, HBO Max, YouTube TV, and many more subscription-based video apps already available on Xbox One, in addition to free apps like YouTube, Twitch, or Spotify.
"The Apple TV app gives you access to thousands of shows and movies from one convenient location, allowing you to enjoy Apple TV+, Apple TV channels, brand-new and popular movies, and personalized entertainment recommendations,” Microsoft explained today. Interestingly, the Apple TV app will allow Xbox users to "buy or rent more than 100,000 movies and shows,” making it compete directly with Microsoft’s own Movies & TV store.
Just like other media apps on Xbox consoles, the Apple TV app will also support Dolby Vision and Dolby Atmos, and it’s currently much easier to find content that supports these advanced audiovisual technologies on Apple TV/iTunes than it is on Microsoft’s Movies & TV store. In the long run, we have to wonder if it makes sense for Microsoft to continue selling movies and TV shows on the Microsoft Store when there are so many great alternatives.
Ironically, the Apple TV app will also launch on Xbox consoles at a time when Apple isn’t allowing Microsoft to bring its Cloud Gaming service (Project xCloud) to the iOS App Store. Apple clearly has a power advantage here with iTunes being one of the biggest digital storefronts for movies and TV shows. If Apple's new TV+ subscription which includes the company's original shows has yet to really make its mark, it’s great to see all the movies and TV shows from iTunes finally coming to Xbox consoles through the Apple TV app.