Tim Cook: Apple Will Offer API for Apple TV’s Universal Search

One of the more compelling new features on the upcoming Apple TV is something Apple is calling Universal Search. It will allow its users to search for any content throughout the catalogs of all contents providers that publish on the Apple TV platform.

Previously it was unknown whether the new feature, which allows users to search for movies or other content across the device and over different apps would be opened to third parties; previously Apple had only announced that it would work with apps from Netflix, Hulu, Showtime and HBO. According to CEO Tim Cook, when the Apple TV launches sometime this month, universal search will initially support five sources, a list comprised of Netflix, Hulu, Showtime, HBO, and, of course, Apple’s own ITunes.

“I think that many, many people will want to be in that search”, CEO Tim Cook told BuzzFeed in a recent interview. Luckily, Apple plans on opening up its universal search not just to its commercial partners but to third party developers as well. “But we’re also opening an API, so that others can join in”, Cook said. “And that’s great for users”, Cook said. Think about your experience today. It should be very simple.

Why this matters: Siri and voice search are key features in the new Apple TV, which has a microphone built into its remote control.

I’ve got to say, the more I read about Apple’s new TV, the more I’m interested in picking up the device once it launches. In other words, Apple will show each season or episode in all the services in which it’s available to you and iTunes if they have it. So you would see options for Netflix, iTunes, and HBO, if all three had the content and you were subscribed to Netflix and HBOGo. With support for voice input (in certain countries), and even gaming, the new Apple TV is shaping up to be a welcome addition to the growing market of HDTV devices and dongles. “It will be clear which service is free”, he said.