Apple has made another move in its sports and subscriptions business with the release of a new app called Apple Sports. This app, available for iPhone users, aims to provide sports fans with real-time scores, stats, and other information about their favorite teams and leagues. With this launch, Apple is entering the competitive market of sports score aggregators on the App Store.
Initially, the app will be available in the United States, the United Kingdom, and Canada. It will cover a range of leagues including MLS, NBA, NCAA, NHL, Bundesliga, LaLiga, Liga MX, Ligue 1, Premier League, and Serie A. Apple has also promised to add more leagues over time, such as MLB, NFL, NCASF, NWSL, and WNBA for their upcoming seasons.
One of the key features of Apple Sports is the ability for users to customize their scoreboards according to their preferences. They can follow their favorite teams, leagues, and tournaments while switching between different sections like play-by-play information, team stats, lineup details, and live betting odds. However, Apple clarifies that users have the option to turn off the betting odds feature in the settings. It is worth noting that the betting odds are provided by DraftKings, but there is no revenue-sharing agreement as the app does not support live betting.
While Apple Sports is free to use, it serves as a gateway for Apple to direct customers to its other subscription offerings in live sports. Users can access live games from Apple and other apps through the Apple TV app. Over the past few years, Apple has been investing in its sports business by forming partnerships with major leagues like Major League Baseball. Last year, it introduced the MLS Season Pass through the Apple TV app, allowing users to watch MLS matches for a monthly fee of $14.99 or a seasonal fee of $99. Additionally, Apple TV offers a multiview feature for sports viewing, which is now available on iPad as well.
The launch of the Apple Sports app aligns with the start of the 29th season of Major League Soccer (MLS) and marks Lionel Messi’s first full season with the league. Apple TV+ subscribers can also enjoy a discounted rate of $12.99 per month or $79 per season for the MLS Season Pass.
Apple sees sports as an opportunity to boost its services revenue, which reached a record $22.3 billion in the fourth quarter. This revenue includes various aspects of Apple’s business such as Apple TV+, Apple Music, iCloud, the App Store, and advertising. In the future, Apple may consider expanding the Sports app with paid features, although no plans have been announced yet.
Furthermore, Apple states that users’ sports interests will be associated with their Apple ID and will sync across other apps to personalize their experiences in Apple TV and Apple News. However, users have the option to turn off syncing if they prefer. The data collected may also be used to enhance Apple’s personalized advertising.
Apple Sports is available in English, French, and Spanish and requires iOS 17.2 or later to download and run. With this new app, Apple aims to cater to the growing demand for real-time sports information while leveraging its existing subscription services and partnerships in the sports industry.
