Apple TV Makes It Personal

As Apple prepares to launch its streaming video service this fall, a number of Apple TV enhancements were unveiled at WWDC.

Anyone who’s gritted their teeth at Netflix and Amazon autoplaying content probably won’t care for the refreshed Apple TV homescreen (which hopefully can be customized for a quieter experience) and the incoming Apple Music lyrics are a Fire TV retread – nice to have, but not exactly groundbreaking. Yet new aTV user profiles, and associated control panel, are a promising innovation that I look forward to checking out in September.

• Multi-user support. The new Apple TV Control Center makes it easy to switch between family members so everyone gets their own personalized entertainment experience. Users see their unique Up Next list and receive TV and movie recommendations based on their tastes. The new Control Center also provides users with quick access to key Apple TV features, including system sleep and audio routing.