When the new Apple TV launches toward the end of this month, it will allow viewers to use their voice to search movies and television shows across iTunes, Netflix, Hulu, Showtime and HBO. Fans of the device were initially concerned that the new box would offer preferential treatment to the aforesaid services. Thankfully, that won't be the case.
As CEO Tim Cook noted in an interview this weekend with BuzzFeed News's John Paczkowski, the new box will allow apps beyond launch partners to expose and make their content discoverable and searchable via iOS 9's universal search feature.
It's a crucial confirmation: content from other broadcasters and studios such as NBC, Disney and CNN must be exposed through the Apple TV's Siri-based search if the device is to streamline the user experience.