Steve Jobs once described bringing iTunes on Windows as handing someone in hell a “glass of ice water”. If that's true, Apple looks poised to ship a whole crate of Evian for those residing six-feet under. That's because Apple is hunting for engineers to help it build a series of new applications for its arch-rival, Windows. Described as “the next generation of media apps for Windows,” we can only assume Apple is looking to break-up iTunes on Windows 10 – just as it did on its own macOS operating system with the latest update last month.
Apple maintains its existing Windows applications, iTunes and iCloud. However, both of these apps are starting to creak and are being left behind compared to the same software on macOS. It’s possible Apple is looking to divide-up iTunes into separate Podcasts, Music, and TV apps, just like it has done on macOS.
This should reduce the strain on iTunes – switching in favour of multiple, streamlined apps with a more focused aim in mind. But more than that, it should also allow Apple TV+ subscribers finally accessing the content they’ve subscribed to within the Windows 10 apps. As it stands, Windows 10 users have to use the online portal to access on a desktop or laptop. Or just give up and use their iPhone or iPad. Either way, it’s not ideal.
According to the job listing posted by Apple on LinkedIn (which was first spotted by Microsoft-centric blog Neowin), some “experience with UWP is a big plus,” that hints the company wants to create Universal Windows Platform (UWP) versions of its new apps for Windows 10.
As the name suggests, this method will create an app that can be transferred between screen sizes, as well as between Windows 10 and Xbox One.
The latter could be interesting for Apple Music, since most people have some of the best speakers in their house hooked-up to their TV. However, it will be absolutely crucial for the success of Apple TV+. After all, the whole pitch of that video on-demand service is that Apple is creating truly prestigious cinematic television shows and movies – and who really wants to watch those with the family cramped around a laptop screen?
Later in the same job listing, Apple says: “If you love music and you are passionate about writing code, and want to work with world-class engineering teams that ship to millions of users, the Media Apps team is the place for you.”
Unfortunately, there’s no word on when we could start to see this next-generation of Windows 10 (and potentially Xbox One) apps to launch from Apple. However, the fact that Apple is investing into the Microsoft ecosystem is only good news.
For those with Surface two-in-one tablets or Windows desktops who want to move between an iPhone or iPad and Windows 10, this is only good news.
Apple has increasingly expanded its horizons beyond its own hardware as more of its revenue comes from services, rather than device sales.
Apple Music brought the first Android app created in-house from the company, while its new Apple TV+ service has pushed the Cupertino-based company to make deals with the likes of Amazon, Roku, Samsung to support dedicated Smart TV apps for its streaming offering.
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