Apple Inc. AAPL,
Apple debuted Sports on Wednesday, an iPhone app that gives sports fans access to real-time scores, stats, lineups and betting odds, in a bid to become the go-to place for sports fans to get their latest news.
The move by the tech giant demonstrates its increasing foray into sports, and could shake up the live sports information industry.
“Being the first app that people come to to check these things is incredibly valuable,” Daniel Kirshner, CEO of Greenfly, a software company used by major sports leagues for content initiatives, told MarketWatch. “If you're the first place fans look for that information, you can then access short-form content, streaming connections, etc.”
The new app provides similar real-time information to other sports apps, such as ESPN, Yahoo Sports, and CBS Sports. But in terms of competition, the brand that should probably worry the most is Google GOOG,
Google,
“Google is the real competition here,” Kirshner said. “Who will be the gateway to the sports data and media ecosystem? Right now, a lot of people type their team into a search browser and Google offers a curated, real-time experience. The simplicity of Apple’s app is surprising – scores, standings and betting odds.
This new app will be integrated with Apple News and the Apple TV app, offering opportunities for suggested content, more personalization with the preferences of fans and favorite teams, as well as a live way to watch some of those events.
The app is available for download in the company's App Store, but will not automatically download to people's iPhones. Not now anyway.
Kirshner said it “may at some point become one of Apple's default built-in apps like Notes, Clock and Maps,” and added that such an integration would be a “strong step” in the company's broader sports plans.
Apple did not respond to MarketWatch's request for comment on this story.
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Apple's statement said that its app will support data for MLB, NFL, NCAA Football, WNBA, MLS, NBA, NCAA Basketball (men's and women's), NHL, Bundesliga, LaLiga, Liga MX, Ligue 1, Premier League, and Serie A. Not included in the app's coverage as of Wednesday were for golf, tennis, the Olympics and international soccer.
“We built Apple Sports to give sports fans what they want — an app that provides incredibly fast access to scores and stats,” said Eddy Cue, Apple's senior vice president of Services.
Apple told Barron's that there was “nothing to share today” when asked if the Sports app would include a live betting feature. Apple Sports betting lines and odds are provided by DraftKings Inc. DKNG,
Customers can disable it in the Settings app.
Additionally, Apple's app will not contain ads when it launches, unlike the ESPN, CBS Sports, and Yahoo Sports apps.
Apple has made sports a major priority in recent years. The company bought the MLS streaming rights last year along with a major deal with superstar Lionel Messi, the rights to Friday Night Baseball, and has financed several sports documentaries that have aired on Apple TV+. It also bid for the rights to stream NFL games last year before ultimately losing out to Google's YouTubeTV. Apple has also expressed interest in bidding on the NBA's upcoming TV deal, according to the Wall Street Journal.
Apple CEO Tim Cook took to social media to post about his company's new project.
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