Apple's vision for the future of television will take another step towards reality during Thursday's "hello again" special event, where the company is rumored to announce a new Apple TV app built specifically for discovering content.
According to USA Today, Apple has positioned the app to network excutives as "The Watch List," with the main purpose of providing users with suggestions and recommendations on what to watch based on various factors.
If you own an Apple TV, you can surely relate to the process of deciding what to watch and where to watch it. Trying to determine if there are new episodes of your favorite show across several apps is a daunting process of launching an app, navigating to the show, viewing the list of episodes, and then repeating the process.
Presumably, with "The Watch List" app (the report states that's not the name Apple is expected to use when it's made official), users will open a single app and be presented with a show listing containing content from apps installed on the Apple TV. Networks will also gain the ability to promote new shows within the app.
Or in other words -- a programming listing just as you would expect to use with a cable subscription from Comcast or similar.
For years we've heard rumors surrounding Apple's plan to release an over-the-top streaming solution for cord-cutters and those looking to ditch cable for a better product.
If the report proves true, the latest app is just one more piece of the puzzle for Apple.
Thursday's Apple event starts at 10 am PST/1 pm EST and will be live streamed by Apple.