Apple TV has started narrowing the scope of its free services for Android TV users, directing them to other devices where they can watch their content. In particular, all movie and TV show rentals and purchases, such as Apple TV Plus subscriptions, are starting to redirect Android TV viewers to a "How to Watch" page.
As reported by The Verge, all devices running the Android TV operating system, such as streaming devices like Chromecast with Google TV, have been affected. In addition to this, Apple TV Plus subscribers will no longer be able to use the streaming service on an Android TV device.
Attempting to access Apple TV content on Android TV now redirects the viewer to a "How to watch" screen with the following statement: "You can subscribe in the Apple TV app on iPhone, iPad, and other streaming devices." The statement concludes by noting that users can still subscribe to Apple TV Plus through its official site.
Plus, Apple seems to have taken extra steps to make your content harder to find on Android TV. The Apple TV app no longer offers easily navigable sections for movies and shows, for example, and the titles you search for will display the aforementioned "How to watch" prompt instead of being accessible to watch.
Analysis: what is Apple thinking?
At first glance, Apple's removal of entertainment content from Android TV devices may seem puzzling, even counterintuitive. With multiple of its movies and shows distributed under the Apple TV brand having been wildly successful (like the award-winning comedy Ted Lasso), you'd think the tech giant would want as many eyes on its content as humanly possible.
But then remember that Apple and Google are probably the closest contenders to each other. So from Apple's perspective, it may not be in your interest to divert revenue from Apple TV purchases to Google. Either that, or the company is making a concerted effort to attract more users to Apple's ecosystem, as evidenced by the mention on the "How to Watch" page of iPhone and iPad devices.
That's not to say that Apple TV is absolutely closed. You'll still be able to use Apple TV and the Apple TV Plus subscription service on Roku streaming devices and most smart TVs running non-Android TV operating systems, such as Samsung's Tizen Android TV operating system. .
Still, it is not a change that we like too much and it will surely affect a significant number of Apple TV users. And probably the most frustrating thing about the situation is that Apple TV content was free for Android TV users in the first place. The sudden removal of said content might have hurt a little less had it not been so free there to begin with.