Search Me, Search Me Not: Apple TV And The Battle For Screen Time

At $149, it’s hard to say at this point whether the new Apple TV will gain much traction against less expensive competitors that do substantially the same things. But as I and others have noted, Apple TV will have at least one potentially compelling feature the others don’t have: universal content search via Siri, with deep links into individual apps.

Users will be able to search for titles, actors, directors and other criteria by voice command across multiple apps and then choose which service to use to watch the content you were looking for. As confirmed by Apple CEO Tim Cook in a recent interview with BuzzFeed, Apple TV will be able to tell you with a single search that the hulu_nocbs-1first three seasons of a five-season series you’re binge-watching are available on Netflix while the fourth season is available for purchase through iTunes and the fifth is available only on HBO, a provide you deep links to each without having to go through any particular service’s native UI.

Initially, universal search will only be available with iTunes, Netflix, Hulu, Showtime and HBO. But in the same BuzzFeed interview, Cook said Apple will open an API for any developer that wants their app included in Universal search.

“[W]e’ll have five major inputs into universal search initially. But we’re also opening an API, so that others can join in,” Cook said. “I think that many, many people will want to be in that search.” Read More »