This week Apple brought its Apple TV app to many new Android TV devices – not just the Nvidia Shield. And Apple has been smart to extend that support – the expiration date for free trials of Apple TV Plus is fast approaching, as many customers will see their subscriptions on July 1st. That gives Apple a month to attract Android TV users by watching flagship shows like the serious and adorable Ted Lasso a show on the big screen its second season will be premiered at the end of July.

The rollout of the Apple TV app on Android TV OS devices began at 8:00 a.m. PT on Monday, a Google spokesperson confirmed The edge. As a reservation, the Google spokesman made it clear that the support does not extend to third-party set-top boxes, such as devices such as AT & Ts Android TV set-top box Apple TV probably won’t come anytime soon.

That Apple finally made its streaming app available on Android TV devices isn’t a big shock. The app was previously on. made available Non-Apple devices like Chromecast with Google TV and PlayStation 5 and since 2019 on Roku and Fire TV devices. Some Sony televisions have Android TV and other Vizio models also have SmartCast OS getting support for the app last year.

But it’s also not entirely shocking for a company that relies heavily on its service offerings. Apple seems to have figured out at some point that it had to play well with other device manufacturers if it was to expand its Apple TV Plus subscriptions in any meaningful way. With something 660 million paid subscriptions via its services from April, Apple TV Plus’ an estimated 40 million U.S. subscribers are a small, but certainly not insignificant, piece of that cake – but that number could change quickly in July as those users have to decide whether Apple’s shows are worth paying for.

Apple launched its service back in 2019 with an astonishingly meager selection of originals. Sure, there were top-class productions with well-known talents and directors at the top. And sure, some of them were even good! (M. Night Shyamalan’s bizarre psychological thriller servant is one such example.) But Apple did extended its long free trials of the service it offered to the users who bought its devices, and this trial period is about to end for some of the first users to get on the free train.

Ted Lasso – what Tim Cook has cited as a critical success for the platform – will be releasing its second season again towards the end of next month. But for some Apple users, their Apple TV Plus free trial ends on July 1st.

In other words, Apple dangles a content carrot for its most loyal users in hopes that they’ll stick around and give their money. But with so many other services currently available, it’s unclear whether that’s enough to keep them going. In fact, do your research on MoffettNathanson estimated earlier this year that nearly 30 percent of Apple TV Plus subscribers did not plan to subscribe again after their trial period. While $ 5 a month isn’t too much compared to a premium service, it adds up when people count all the subscriptions they are spending money on each month.

Because Apple’s entire plan for the service is either to be a hub for its own in-house productions – or exclusively acquired feature films such as Tom hanks’ Greyhound – That means the company has some catching up to do to approach the library size of most of its competitors, especially when you consider that people will soon have to pay for the service. Deploying it on Android TVs connected to users’ homes is a great way to prepare for this change. And especially in the face of the pandemic, who in the world would want to watch an entire movie on a palm-sized iPhone when they can instead watch it on the largest screen in their home?

It’s almost like Apple realized that Do things the Apple way wouldn’t be a successful model for participating in the streaming wars. And while the service is late in terms of cross-platform accessibility – it took far too long for this app to be available on more Android TVs in my opinion – it was a necessary step in the success of Apple TV Plus run in the long run. When longtime subscribers find they suddenly have to pay for Apple’s content, the churn will burn.

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