Apple Centralizes Favorite Shows and Movies in New TV App, Introduces New Laptops

David Paul Morris/Bloomberg via Getty Images
Tim Cook, chief executive officer of Apple Inc., speaks during an event at the company's headquarters on Oct. 27, 2016 Cupertino, Calif.

During an event held at its headquarters today, Apple announced software updates for its Apple TV product, as well as updates to its line of Macbook Pro laptops.

While the company's laptops are often considered best-in-class, the company's work on Apple TV is far more interesting. A new app for iOS devices, called TV, will be available later this year and "completely change how you watch TV," claimed CEO Tim Cook during today's presentation. The app aggregates shows and movies from users' various subscriptions into one feed so that, for instance, Showtime's Homeland can site beside HBO's Game of Thrones. This is a notable leap towards full a la carte video consumption, and further drives home the ascendance of the source-agnostic consumer.

The company also announced live sports integration with Twitter -- watching a Twitter exec take the stage less than hour after his company had announced the death of Vine was interesting -- which will allow users to watch their favored ball game while simultaneously reading bilious updates from unfiltered netizens. As well, Minecraft is coming to Apple's OTT box.

Then there were Macbook Pros. "You may not realize it," said Cook, "but this week happens to be a huge week in the history of the Mac and the history of Apple... it marks the twenty-first anniversary of our first notebook." From there, a video ran through the various firsts that Apple had in its laptop lines' history, including the first wifi-enabled portable computer and first trackpad in a laptop.

The new models, which now come in the now-popular Space Grey color as well as traditional aluminum, have an "incredibly extreme" design, svp of marketing Phil Schiller told the audience. The vast majority of the presentation focused on the computers' Touch Bar, an adaptive strip of touchscreen replacing the various function keys (for which Schiller offered a brief requiem) at the top of the keyboard. The Bar adapts to whichever program the user has open, offering function-specific buttons like emoji for chat and search for web browsing. The bar also allows for Apple Pay and Touch ID integration, and has an always-on Siri button. (No word on when Siri will receive a much-needed programming update.)

As well, the new line of Macbook Pros come with trackpads that are double the size of the previous model, and are 20-23 percent smaller in volume.

And while a presentation on Final Cut Pro and Adobe's Photoshop -- and how to use them with the Touch Bar -- blithely aimed to show creative professionals that the new Macbook Pros were for them, too, Apple's push towards the middle could threaten to alienate the creative class that was once the company's bread and butter. That said, the iPhone made twice as much money for the company in the first quarter of this year as all other aspects of its business combined. So there's that.


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