Apple TV isn’t taking a shot at Netflix just yet – it’s going after Amazon

Apple announcements are usually a big event, but the first of 2019 was a bit more celebrity-laden than usual.

Jennifer Anniston, Steve Carrell, Reese Witherspoon, Jason Momoa, and even Oprah all gathered at the Steve Jobs Theatre today to promote Apple’s new upcoming streaming video subscription service, Apple TV+.

With a slew of shows slated featuring big Hollywood celebrities, Apple’s stepping into the streaming video subscription ring with current heavyweight Netflix obviously dominating headlines. But it’s Apple’s other TV-related announcement, Apple TV Channels, that's primed to cause a more immediate shakeup in the market -- and it's Amazon that should be worried.

Come this May, Apple will relaunch its TV app to turn it into a home screen for all its users’ movie and TV-watching needs. With this Apple TV update comes a new feature called Apple TV Channels, which gives users the ability to build their own cable bundle featuring only the channels they want to pay for. Users can subscribe to channels like HBO, Starz, and ESPN+, as well as streaming services like PlayStation Vue, and pay for them all under one subscription.

If this sounds familiar, that’s because Amazon Prime Video provides a very similar service with its own Channels platform. In fact, Apple TV Channels will provide a better deal than Amazon straight out of the gate.

To subscribe to channels like HBO and Showtime via Amazon Prime Video, a user must first be an Amazon Prime paid subscriber. Apple, however, will not require a subscription to its premium video streaming service in order for its users to take advantage of the Apple TV Channels feature.

Furthermore, Apple's moves to transform the TV app into a one-stop video streaming destination, will give the company another leg up over Amazon.

Users will be able to connect all of their various subscriptions from their cable provider, like Spectrum and DirecTV, in order to access on-demand content from platforms like CBS All Access, much like they do now. But, instead of having to jump to different apps to watch specific shows, users will be able to watch it all from within the TV app. It will also keep track of what its users are watching, regardless of the content provider, and make new recommendations based on that.

In addition, Apple will be making its new TV app cross-platform. Everything from iOS devices and Macs to select smart TVs, Roku devices, and even Amazon Fire tablets will be able to run Apple’s TV app.

Based on what's currently known about the streaming service, it will be impossible for Apple TV+ to even consider itself as competition to Netflix, with its massive library of popular original series’ and established licensed content, like Friends.

But, Apple’s other new TV feature, Apple TV Channels, can pose an immediate threat to Amazon and possibly provide a better offer to customers than its more established video streaming competitor.