Apple has formally launched its Apple TV Channels direct-to-consumer video play, including it in the latest updates for its iPhone, iPad and Apple TV devices.
With the free iOS 12.3 and tvOS 12.3 software updates, customers in more than 100 countries have access to HBO, Starz, Showtime, Smithsonian Channel, EPIX, Tastemade and other OTT apps.
Apple has not disclosed what percentage share it gets of subscriptions made through its service, but CNBC said a standard rage is around 30%.
Up to six family members can share authentication on the service, Apple said.
Notably, Apple also published a version of the Apple TV app supporting Amazon Channels for 2019 Samsung smart TVs, as well as select models made in 2018.
Similar Apple TV Channels support for Roku is set to arrive later this year.
The “channels” concept isn’t new—Amazon Channels pioneered the launch of a la carte aggregation several years ago.
Apple is launching the new service ahead of its new originals platform, Apple TV +, which will launch later this year.
With the updates, Apple also enabled AirPlay 2 support on Samsung start TVs, allowing users to play content from their iPhone, iPad or Mac directly on their television. Similar support is coming to owners of Sony, LG and Vizio TVs later this year.