We’ve all wondered when apps would come to Apple TV, but over the last few weeks, Apple seems to be pursuing a “second screen” approach. For starters, iPhone and iPad app developers can now integrate AirPlay technology, allowing users to watch video from their devices on their TV sets, via Apple TV.
Apple has even carved out a section of its app store for Airplay-enabled apps (above). For example, IMDB just launched a new version of its app that lets you watch movie trailers on your TV set. ESPN Magazine and Discovery Channel also have Airplay-enabled apps.
But what’s even more interesting is a report that Apple is considering licensing its AirPlay technology to TV set manufacturers, which means you could watch video from your iPhone and iPad on your TV set without an Apple TV in the middle. (Apple currently licenses AirPlay for audio only, not video.)
If Apple goes this route — and TV manufacturers jump on board — Apple will have effectively extended its app store to TV sets without a set-top box. iPhone and iPad apps designed around AirPlay could tie seamlessly into TV, taking the “second screen” approach to a new level by opening up a new world of integrated app development — without the old-fashioned constraints of a box bolted on to your TV set.