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Apple’s tvOS 26.4 update has removed the dedicated iTunes Movies and TV Shows apps, prompting discussion among users about the company’s evolving strategy for its video offerings. The change consolidates movie and TV show purchases within the broader Apple TV app, but leaves some users questioning the accessibility of their existing iTunes libraries. This move underscores a broader shift in how Apple delivers content, increasingly prioritizing its Apple TV+ streaming service and digital storefront over legacy platforms.
The removal of the standalone iTunes apps isn’t a complete disappearance of purchased content. Users can still access movies and TV shows bought through iTunes within the Apple TV app, which now serves as the central hub for all of Apple’s video services. However, the change has sparked concerns about discoverability and a less streamlined experience for those accustomed to the separate iTunes apps. The debate centers on whether Apple is intentionally guiding users towards subscriptions, like Apple TV+, while potentially diminishing the value of digital purchases.
What’s Changing with Apple TV and iTunes?
With tvOS 26.4, the iTunes Movies and iTunes TV Shows apps are no longer available for download or use on Apple TV devices. Previously, these apps provided a dedicated space to browse and play content purchased or rented through the iTunes Store. Now, all purchased content is integrated into the Apple TV app alongside Apple TV+ originals and other streaming channels. This change mirrors a similar transition that occurred on macOS, where the iTunes app was replaced by separate Music, TV, and Podcasts apps in macOS Catalina (2019).
The Apple TV app itself offers access to a variety of content, including Apple TV+ shows like “Ted Lasso,” “Shrinking,” and “Monarch: Legacy of Monsters,” as well as the ability to rent or purchase movies and TV shows. Users can also subscribe to other streaming services directly through the Apple TV app, such as Paramount+ or Showtime. Notably, Amazon Prime Video subscribers can now also add an Apple TV+ subscription directly through Prime Video for $9.99/month, as reported by Tom’s Guide.
The Broader Context: Apple’s Streaming Ecosystem
This move is part of a larger trend within Apple to unify its services and promote its Apple TV+ streaming platform. Apple TV+ currently costs $12.99/month, but offers a 7-day free trial. Apple’s TV website also highlights bundling options with Peacock, starting at $14.99/month. The company is heavily investing in original content to compete with established streaming giants like Netflix, Disney+, and Amazon Prime Video.
The integration of iTunes purchases into the Apple TV app also aligns with Apple’s strategy of creating a more seamless user experience across its devices. By centralizing all video content in one place, Apple aims to simplify navigation and encourage users to explore its entire ecosystem. However, this approach has also raised concerns about vendor lock-in and the potential for Apple to prioritize its own services over those of third-party providers.
User Reactions and Concerns
The change has generated mixed reactions from Apple TV users. Some appreciate the streamlined interface and the convenience of having all their content in one app. Others express frustration with the loss of dedicated iTunes apps and worry about the discoverability of their purchased content. The core of the discussion revolves around whether Apple is prioritizing its streaming service at the expense of users who prefer to own digital copies of movies and TV shows.
The debate also touches on the broader shift in the entertainment industry towards subscription-based models. As more consumers embrace streaming services, the value of owning digital content is diminishing. Apple’s move reflects this trend, signaling a potential future where digital ownership is less emphasized and subscriptions become the dominant form of content consumption.
What remains to be seen is how Apple will continue to evolve its video strategy and address the concerns of its users. The company’s next moves will likely shape the future of digital content ownership and the role of streaming services in the entertainment landscape.
Share your thoughts on the changes to the Apple TV app in the comments below. What are your experiences with accessing your iTunes purchases?