It's too late for Game of Thrones, and True Blood started last week. But if you've been waiting for Apple to add HBO GO to its little "hobby" device, you're in luck.
On Wednesday morning, Apple kicked out an update to the Apple TV that adds not only HBO GO, but also WatchESPN. Like app offerings on Xbox, tablets, smartphones, and Roku, HBO GO for the Apple TV offers on-demand access to the premium network's original programming and licensed movies. Adding HBO GO to the lineup is a small step towards competing in the set-top market where Apple TV has fallen behind boxes from Roku and the Xbox 360.
HBO has been vocal that it wants to be on Apple's set-top box. At February's Dive Into Media conference, HBO President and COO Eric Kessler told the audience, "We will get on Apple TV, as we've said all along." I tried to reach HBO today, but the network brass didn't respond to my requests for an interview.
For sports fans, WatchESPN joins MLB, NBA, and NHL offerings on the over-the-top box (OTT is the new lingo for these small, puck-sized streaming boxes). The new app adds live video access to ESPN, ESPN2, ESPNU, ESPN3, and ESPN Buzzer Beater/Goal Line (whatever the hell that is). Of course, like HBO GO, you're only granted access to this plethora of sports action if you already have a pay-TV subscription to ESPN's channels.
Apple also added Sky News, Crunchyroll, and Qello in select markets. Sky News is a 24/7 news channel for the U.K. and Ireland. Crunchyroll serves up Japanese anime and Asian programming an hour after it airs in Japan. Qello is a source for live concerts and music documentaries.
Of course all these new apps are dependent on the pay-TV providers allowing access to OTT offerings of channels they have the rights to. Your access may vary depending on which cable or satellite provider you're throwing your money at every month -- for example, Xfinity/Comcast customers can now get HBO GO on the Apple TV, but they're still locked out of the Roku.
Apple is still missing Amazon's Instant Video offering. Amazon has secured exclusive streaming rights to Downton Abbey, Justified, and CBS' upcoming summer serial, Under the Dome, which is based on the Stephen King novel of the same name. And instead of offering a SDK and access to the device, Apple has kept the Apple TV closed to third-party developers.
Meanwhile, Roku has over 750 media "channels" available, which include HBO GO, Netflix, and Amazon's Instant Video service. What Apple has is numbers. With over 10 million Apple TVs sold so far, every update helps keep it plugged into the HDMI port on your TV instead of being switched out with a rival.
