Key Takeaways
- Apple launched a new native sports application for iPhone on Wednesday aimed at delivering real-time game scores for fans.
- The Apple Sports app supports a number of major sports leagues currently in season, including the NBA, NHL and Premier League, and will add others including the NFL, MLB and WNBA for their upcoming seasons.
- The app integrates with Apple News and Apple TV, rather than delivering contextual news and video clips in-app.
Apple Inc. (AAPL) on Wednesday launched a new native app for iPhone called Apple Sports, a hub for game scores and betting odds that is now available to download through the company’s App Store in the U.S., U.K. and Canada.
Upon downloading the free app, users are prompted to select the leagues and teams they would like to follow. The app’s homepage displays selected scores for in-progress games as well as those from the previous day.
The upcoming games section tells users when matches will be played as well as the betting odds, although the app does not have integrated sports betting services. U.S. sports betting grew nearly 30% year over year to a record $119.8 billion wagered in 2023.
At launch, the application supported a number of major sports leagues from around the world, including Major League Soccer, whose exclusive streaming rights Apple owns until 2033. Apple is one of a number of entertainment players hoping to acquire media rights to the NBA following the 2024-2025 season. Last year, Apple was rumored to be in talks to purchase rights to the U.K.’s Premier League.
“We created Apple Sports to give sports fans what they want — an app that delivers incredibly fast access to scores and stats,” Apple Senior Vice President of Services Eddy Cue said in a press release.
An advantage for sports fans could be that user preferences, such as your favorite leagues or teams, will get carried over to Apple TV and Apple News, making it easier to keep an eye on your desired content. The only drawback is that users need to leave the app to access that content. While it makes the app cleaner and possibly faster, you’ll need to navigate to Apple TV using a button in the app to catch a live game.
That sets Apple’s native offering apart from popular competitors including ESPN, theScore, Bleacher Report, and The Athletic, all of which serve users relevant news stories alongside video highlights and commentary. Official apps for leagues such as the NBA and the NFL likewise offer users news, commentary and highlights.
The launch of Apple Sports comes three weeks after the company reported better-than-expected earnings for the first quarter and made a major push into augmented reality with the launch of the Vision Pro. Last week, Berkshire Hathaway (BRK.A, BRK.B) reported selling nearly $2 billion in Apple shares during the final quarter of 2023.