Apple’s guidance on building TV+ apps for competing Android devices

Sometimes rivals have to put aside their differences to gain more subscribers. Apple appears to be doing just that, sending a clear indication that it wants to develop an Apple TV+ app for competing Android devices.

Last week, Apple posted a job opening for “Android Software Engineer – Apple TV App.” The listing calls for a “senior Android engineer to lead the development of exciting new features” and specifically mentions the creation of an app that will enable millions to watch and discover TV and sports. And if you live in San Diego, this could be you.

Apple representatives did not respond to a request for comment.

Apple TV+ is available on non-Apple devices such as Google Chromecast, Roku, Playstation, XBox, as well as on smart TVs from LG, Samsung, Vizio and others via the Apple TV app. Some of them even run on the Android operating system (owned by Google).

However, if you have an Android phone or tablet, you haven’t been able to stream “Ted Lasso” since Apple TV+ launched in 2019, when Apple specifically decided to skip developing an Android app. The company wanted to be able to say that iPhone and iPad are the only places you can watch “CODA,” the 2022 Best Picture winner, and so far it’s proven to be a decent marketing tool.

To clarify, the Apple TV app supports renting and purchasing movies and shows via PVOD, gives you access to other channels, and even gives you access to a standalone Apple MLS subscription, all of which are separate from the shows and movies offered by Apple on its TV+ subscription. It’s entirely possible that this new app, whenever it’s designed, could be limited to PVOD only and block access to TV+, or it could end up unlocking everything Apple has to offer even if you don’t buy one of their devices.

Honestly, it’s rare for Apple to ever design any Android app that directly competes with Apple (or even outnumbers it in terms of users) with its own iOS. Apple Music is available on Android, but FaceTime and Messaging are not available.

Apple has never disclosed how many TV+-only subscribers it has. The best we get are reports on Apple’s collective services, which include Apple Music, News, Arcade, Fitness, and TV+. Last quarter, the division reported record revenue of $23.1 billion. Last August, the combined group exceeded 1 billion subscribers to any of the combined services. You can also get several months of free access to TV+ when you buy a new phone or tablet. However, third parties estimate that Apple TV+ alone has about 25 million subscribers who regularly pay for it, not including promotions.

Apple doesn’t mind TV+ being a loss leader – as long as it helps iPhone sales – although that stance could change. Puck recently reported that TV+ executives Zack Van Amburg and Jamie Erlicht met with CEO Tim Cook to discuss budgets, the gap between viewers and content spend, and Apple’s recent $1 billion foray into theaters. To us it sounds like a call to the principal’s office.

Being available on three million additional devices is a good way to get your content more attention. (Apple TV+ content is generally considered high quality, but it’s a relatively small library.) Apple has already teased some of the ways the company is trying to expand its reach and change its fortunes, including partnering with Peacock and Netflix on its StreamSaver suite, and it’s also reportedly unveiling a new way to pay creators.

It may also start showing ads on Apple TV+ and be the last streamer at the event.