Apple is in the process of overhauling its TV app, with the goal of making it the ultimate destination for all things entertainment. According to a recent report from Bloomberg, the tech giant intends to do away with its apps for purchasing and renting content and merge them with its array of streaming options and channel subscriptions. This revamped app is expected to launch as early as December and will be available on Apple TV devices, as well as across various other Apple platforms and compatible TV operating systems.

In essence, this strategy is not entirely new. Apple has long envisioned its TV app as the central hub where users can not only access Apple’s original content but also discover, subscribe to, and manage content from other providers. This vision harks back to the late Steve Jobs, who famously envisioned a future of TV without the complexities of remotes and inputs, featuring an incredibly user-friendly interface. While Apple has yet to produce an actual television set, this upcoming TV app update carries on the spirit of that vision.

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Elements of this vision are already present in the current TV app. It offers recommendations from multiple streaming services and allows users to directly subscribe to various other streaming platforms while Apple takes a share of the subscription fees.

One strong incentive for Apple to make this vision a reality is the impending launch of the Vision Pro headset, which is expected to be, among other things, a television. The TV app is likely to play a prominent role within these headsets as users adapt to new interfaces and behaviors. As not all third-party apps will be immediately available on this platform, Apple has an opportunity to cultivate user habits that few other apps can replicate.

However, there’s a significant hurdle in making this vision work. Content providers have historically been reluctant to share their content outside of their own apps, preferring to keep users within their own ecosystems. For instance, Netflix encourages users to find its content by opening the Netflix app rather than relying on the TV app’s search. Moreover, with the increasing popularity of ad-supported services, competition for viewers’ time is growing fiercer.

Despite these challenges, Apple possesses key advantages. Apple TV Plus has emerged as a formidable player in the streaming world, producing hit shows and garnering critical acclaim. Additionally, Apple’s MLS streaming service has proven to be a substantial success. Consequently, many users have already grown accustomed to using the TV app as their primary content discovery tool.