Last October, Apple issued a press release to offically announce its latest contribution to the digital entertainment market: the new Apple TV app. Not to be confused with Apple TV, which is the actual hardware, Apple's latest app is their attempt to become an all-powerful solution in today's admittedly complex way of watching TV.

Watching TV has now evolved into a huge tangle of metaphoric wires and multiple devices. By combining the two dozen or so apps that one would normally have installed to an organized and compartmentalized interface, this program simply aims to become the ultimate TV guide. Being able to access Netflix, Amazon Fire TV, or HBO Go in one screen would definitely be a godsend for many users. Ergo, Apple's concept behind the app, is a nice sentiment as well.

On the other hand, reports following the unveiling of the Apple TV app already see it as a band-aid treatment to the long and jagged mess that is digital media. According to The Verge, the app is painfully behind. Aside from the fact that it lacks several major features to even make it remotely useful for a modern television watcher --- like its own streaming video service, for instance --- the Apple TV app also lacks support for two of the industry's biggest players: Netflix and Amazon Video.

That's right; according to Seeking Alpha, multiple networks have signed up to join the Apple TV app, but Netflix and Amazon Video are not part of that mix. No one can say for sure why these two media giants have elected to steer clear of Apple, but there are theories and speculations bouncing around --- all of which have a certain degree of credit.

The same report believes its due to data mining, as well as the undesirable prospect of sharing information. In the case of Amazon Video, it could be because of Amazon Fire TV's own video streaming platforms. Whatever the case may be, lack of support from the companies that have practically redefined TV doesn't spell anything good for the future of Apple TV app.