Sports content is an ever-growing sector that continues to swell both in terms of popularity and consumption.
On Wednesday, Apple announced that they are now looking to increase their activity in the space with the launch of their new “Apple Sports” app, which targets sports enthusiasts.
“Apple Sports” compiles scores and news from all major sports teams/leagues and puts them in a centralized location that is now a part of the Apple portfolio.
Users in the USA, Canada, and the UK were able to download the app as of Wednesday, Feb. 22, which coincided with the commencement of the 2024 Major League Soccer (MLS) season.
“Apple Sports,” looks to present itself as a quick and straightforward way to scan scores whether multiple times a day or just once.
According to Apple Services chief Eddy Cue, “Apple Sports” is distinct because Apple has no allegiance to a specific sports team or league and doesn’t require user engagement for an extended period to maximize its effectiveness.
“You want your scores basically to be real-time. You want them to be really easy to get to. And nothing else is getting in the way. And that’s the primary purpose of the app,” said Cue.
Apple CEO Tim Cook took to X to tout the newly created app, emphasizing the fact that it makes “following your favorite teams and leagues fast and simple.”
Aside from scores, other details that can be plucked from the app include information regarding upcoming games, play-by-play information, team stats, lineup details, and live betting odds.
Apple provided a list of leagues that they say will be supported as they unleash the app, which include the four major American sports leagues: NFL, NBA, MLB, and NHL in addition to others such as college basketball/football.
- MLB
- NFL
- NCAA Football
- WNBA
- MLS
- NBA
- NCAA Basketball (men’s and women’s)
- NHL
- Bundesliga
- LaLiga
- Liga MX
- Ligue 1
- Premier League
- Serie A
In addition to the inclusion of Men’s and Women’s NCAA basketball news/scores, Apple will give users the ability to follow CBB’s March Madness tournament, which is to get underway within the next month and typically captures the nation’s attention with its thrilling nature.
This is another maneuver that indicates Apple intends to continue to lean into the sports world with force and intent.
Other recent sports-related efforts from Apple include airing both Major League Baseball and MLS games, further propping up sports journalism in its “News” app with increased sports-focused written content, and using their Apple TV+ streaming platform to air sports-focused documentaries about the dynasties of the Golden State Warriors (NBA) and New England Patriots (NFL).
Apple also entered last year’s bidding war for National Football League games but eventually conceded to YouTube, who outbid them and claimed victory on that front.
Far from deterred, Apple intends to be a player in upcoming rights negotiations for the National Basketball Association.
It’s evident that Apple, Google, and Amazon see mammoth potential in anchoring their respective streaming services around live sports and will continue to make efforts to bring that to fruition.
Cue acknowledged Apple’s desire to beef up their sports distribution and that they do a bunch of backend maintenance with app developers and streaming giants to simplify their services, have things cleanly oriented, and perform seamlessly.
“As a huge sports fan, there’s never been a better time, there’s never been a worse time,” Cue said. “The best time is that pretty much everything in the world is televised in some fashion. But it’s never been worse. Because of the amount of services, the rights, the blackouts, the restrictions.”
Apple Sports contains a feature that allows fans to migrate a certain game they’re interested in watching to Apple TV+ or other compatible streaming apps as long as the user has the necessary streaming subscription.
iPhones are required to contain iOS 17.2 or later to properly support the app.