Apple’s latest venture into the sports and subscriptions business comes in the form of a new app for iPhone users called Apple Sports. This app aims to provide sports enthusiasts with access to real-time scores, statistics, and other information about their favorite teams and leagues. By entering this market, Apple is set to challenge other sports score aggregators available on the App Store.
At its launch, the app will be initially available in the United States, United Kingdom, and Canada. It will cover a range of popular leagues, including MLS, NBA, NCAA, NHL, Bundesliga, LaLiga, Liga MX, Ligue 1, Premier League, and Serie A. Apple has also announced plans to expand the app’s coverage to include additional leagues such as MLB, NFL, NCASF, NWSL, and WNBA in time for their upcoming seasons.
The Apple Sports app offers users a high level of customization, allowing them to personalize their scoreboards by selecting their favorite teams, leagues, and tournaments. Users can easily switch between different sections of the app to access detailed information such as play-by-play updates, team stats, lineup details, and live betting odds. However, users have the option to disable the live betting odds feature in the app’s settings if they prefer not to see this information.
It’s worth noting that the live betting odds feature is provided by DraftKings, although there is no revenue-sharing agreement between DraftKings and Apple. Additionally, it’s important to clarify that while the Apple Sports app provides access to live betting odds, the app itself does not support live betting functionality. Users can view the odds as part of their overall sports viewing experience but cannot place bets directly within the app.
Apple’s new Sports app is free to use, but it serves as a gateway to Apple’s other subscription offerings in live sports, particularly through its Apple TV app. With the Apple TV app, users can watch live games from Apple and other apps, potentially driving subscriptions and revenue for the company.
In recent years, Apple has been heavily investing in its sports business, forging partnerships with major sports leagues like Major League Baseball (MLB). For example, it secured a 10-year streaming deal with MLB starting in 2023. Additionally, Apple TV now offers the MLS Season Pass for $14.99 per month or $99 per season. The company also introduced a multiview feature for sports viewing, available on iPad, which allows users to watch multiple sports events simultaneously.
The expansion into sports aligns with Apple’s broader strategy to grow its services revenue, which reached a record $22.3 billion in the fourth quarter. This revenue includes various services like Apple TV+, Apple Music, iCloud, the App Store, and advertising. While the Sports app is currently free, Apple could introduce paid features in the future to further monetize the platform.
Furthermore, Apple notes that users’ sports interests are associated with their Apple ID and will sync across other apps to personalize their experiences in Apple TV and Apple News. Users have the option to disable syncing if they prefer. The data collected may also be used to enhance Apple’s personalized advertising efforts.