How Apple TV Improves Sports Viewing

How Apple TV Improves Sports Viewing.

- Benjamin Kerry & Gavin Lenaghan

The 2018 FIFA World Cup is now well underway, and we can expect a lot of twists and turns in the sports action between now and July 15, when the final match will take place. Nonetheless, you might not be twisting and turning many wires, given the increasingly seamless and innovative ways in which we can watch sports on our Apple devices and the particular appeal of cord-cutting. The Apple TV is becoming especially central to this transformation.

INCREASINGLY APPLE-TISING LIVE SPORTS CONTENT

Even back in the days when Steve Jobs’ intended belittling of the Apple TV as a “hobby” was fresh in many Apple fans’ memories, this settop box remained a veritable go-to device for sports consumption. Before Apple ushered in the modern generation of the Apple TV with its significantly redesigned box in September 2015, sports-watching opportunities for existing Apple TV owners were being bolstered as recently as May 2015. That’s when CBS Sports was added.

Nonetheless, it’s hard to overlook how much more promising the Apple TV has become as a sports entertainment hub in the three years since then. After all, it was with the fourth-generation Apple TV in 2015 that the Cupertino corporation took the veil offtvOS, a more ambitious software platform for the living room. It was intended to foster the creation of many TV-oriented apps, and many big-name providers of televisual content have obliged - including in the sports realm.

Dutifully enough, just as the World Cup began,