Apple is discontinuing the iTunes Movie Trailers iPhone app and integrating movie trailers into its primary TV app as part of its rebranding strategy. The Apple TV app is now the new destination for iTunes Movie Trailers, according to a non-linked banner on the iTunes Movie Trailers website.
According to a report by MacRumors, a similar banner indicating the transition has appeared in Apple’s iOS and tvOS apps. Some U.S. Apple TV users have noticed a new section in the TV app called “Watch the Latest Trailers,” which features the original iTunes Movie Trailers logo. However, this section is specifically titled “Movie & TV Trailers.”
The report mentions that this new section is not yet available to users in the UK and other regions. When UK users tap the banner in the original iTunes Movie Trailers app on their iPhones or iPads, it takes them back to the TV app. This suggests that Apple is still in the process of rolling out the consolidated app.
In 2011, Apple introduced a complimentary app for iPhone and iPad users to easily access its extensive collection of movie trailers. The discontinuation of this app aligns with Apple’s strategy to phase out the iTunes branding and consolidate its video content under a unified umbrella.
It is worth noting that the report does not mention whether Apple plans to remove the iTunes Movie Trailers website. Initially launched as “QuickTime Movie Trailers” in the 1990s, the website was created to showcase the capabilities of Apple’s QuickTime software in hosting high-resolution, downloadable movie trailers on the internet.