The first half of this Benjamin Mayo, 9to5Mac piece is a bit of a retrospective, a look back at six months of Apple TV+. But then he digs into the interface:
The problem is the TV app misleads them (amidst countless other issues). Due to Apple’s arrogance in intermingling originals with $3-per-episode iTunes Store content, most users don’t understand the service. Here’s what happens in the mind of a typical user:
They get a popup on their phone that says they qualify for a free year of Apple TV+. They click the banner and it takes them to the TV app, an app they probably have never launched before. They see a Watch Now screen packed with content — Game of Thrones, Walking Dead, Star Wars, Modern Family, all the newest movies — and then they get asked to subscribe and enjoy 1 year of Apple TV+ free. They can’t wait to watch everything, and it’s only $5 a month!
… So, they press the button and in their minds have subscribed to ‘Apple TV’, so they click on the Search tab, type in their favorite show, see that it shows up, click on it, and get presented with a buy/rent panel and a link to find the show on Disney+ or Netflix.
Exactly my experience. I found the Apple TV+ interface a competing mix of all the shows on all the services and the shows specific to Apple TV+. If I do a search, I get all the shows, with no sense of how to pick the one that’s free to watch, vs the show I have to pay Apple to watch. I’ve learned to navigate to the Apple TV+ list in the Channels section to minimize confusion. But it took me a while to figure out what was going on. I can only imagine how confusing this would be for an Apple TV newbie.
When I do a search in Apple Music, it’s easy (and obvious) to tell if I’m searching my library or if I’m searching the world at large. I’d love a more customizable Apple TV search experience that let me:
- limit my search to a specific service, or
- show me all the occurrences of a specific show on all the services, perhaps divided by free to watch vs pay to watch
As to evidence of confusion, Benjamin’s article includes actual tweets from people convinced that Apple TV+ includes shows from other services, but that they have to pay, à la carte, to watch. Deep confusion between Apple TV and Apple TV+. It is a bit of a mess.