On Wednesday, Apple unveiled a new iPhone app, Apple Sports, designed to provide users with real-time sports scores, marking another step in its quest to become a prominent sports content and news provider.
The app, available for free download in the U.S., Canada, and the U.K. as of Wednesday, coinciding with the commencement of the Major League Soccer season, focuses on delivering sports scores from various teams and leagues. Eddy Cue, Apple’s services chief, highlighted the app’s simplicity and speed, catering to users’ desire for quick and easy access to scores without distractions.
Apple’s entry into the sports domain has been evident through its acquisition of broadcasting rights for Major League Baseball and Major League Soccer games, augmented sports journalism within its News app, and the production of sports-related documentaries for Apple TV+, such as those featuring the Golden State Warriors and the New England Patriots.
Although Apple’s bid for National Football League rights last year was unsuccessful, the company is poised to be a significant player in forthcoming negotiations for National Basketball Association rights, aligning with its strategic focus on live sports events as a cornerstone for its streaming services, akin to strategies pursued by competitors like Google and Amazon.
The Apple Sports app is tightly integrated with other Apple Services apps like the TV app and News app, leveraging existing user preferences for favorite teams, sports, and leagues. Notifications and live activities are seamlessly handled by these apps, offering features like alerts for game start times and personalized notifications for closely followed games.
Sport-specific information is provided on game pages, including scoring updates and player statistics, alongside live betting odds, with users having the option to disable this feature in settings. Additionally, the app facilitates access to live game streams through the Apple TV app, for both sports aired by Apple and those available through connected streaming services.
Despite its focus on integration with existing Apple platforms, the Apple Sports app does not have a dedicated version for Apple’s Vision Pro headset, a noteworthy absence considering its potential for immersive sports viewing experiences.
Apple’s long-standing commitment to improving sports distribution is evident, with efforts to collaborate with app developers and streaming providers to ensure seamless integration with its services. The company aims to streamline the sports viewing experience, from accessing information to eventually watching games with minimal effort.
Looking ahead, Apple plans to include features for following college basketball’s March Madness tournament within the app, further expanding its coverage across a wide array of sports leagues, including but not limited to MLB, NFL, NCAA football, WNBA, MLS, NBA, NCAA basketball, NHL, Bundesliga, LaLiga, Liga MX, Ligue 1, Premier League, and Serie A.
