Developers looking at bringing their apps to the Apple TV received a boost over the weekend with news that Apple would be providing an API with access to the device’s new universal search feature.

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.

The news came via Chief Executive Officer Tim Cook who told Buzzfeed that universal search in the Apple TV is not something that the company plans to reserve for key content partners, noting that while the device did have initial launch partners, “we’re also opening an API, so that others can join in.”

Cook added that allowing more sources delivered a better experience for customers, and that further the open API will also benefit non-U.S. customers, as it will allow regional content providers to provide apps for the service.

Competition

Interestingly the new universal search service in the Apple TV won’t prioritize content from iTunes over services, with Cook adding it’s all about obtaining the best results for users:

In other words, if I’m a Netflix subscriber and I want to binge-watch a five-season series, will an Apple TV search tell me that the first three seasons are available to me for free on Netflix, the fourth is available for purchase on iTunes, and the fifth is available only on HBO? Or will it leave me to work that out myself?
Cook said the former scenario is the one Apple’s implemented. “It will be clear which service is free,” he said. 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.

Whether that ability would extend to third party providers taking advantage of the search API isn’t clear; would Apple prioritize its launch partners over third party providers if the same content was available on both at the same price?

The new Apple TV is due to go on sale later this month at $149 for the 32 GB model and $199 for the 64 GB model.

A release date for the API for universal search was not clear at the time time of writing.

Image credit: Apple.