Apple's loyal army of software developers is joining the tech giant in its bid to conquer the living room with a new version of Apple TV, creating apps for the big screen that they hope will attract users and unlock a rich source of revenue.
A long-awaited update to Apple TV, which launched in 2007, will start shipping in 80 countries on Friday.
Apple views apps as the future of television.
Although developers have already been able to make apps for smart TV rivals, Apple's vast base of developers will set the device apart, analysts say.
And developers say they relish the opportunity to reach users in a more intimate setting.
But in a year in which Apple has launched two very different platforms to build for - the Apple Watch's tiny face and the big screen of Apple TV - developers are facing hard choices about where to devote their time and energy, said Tero Kuittinen, an independent consultant to app developers.