Starting in May, Apple’s TV app will offer subscriptions to video services such as HBO, Starz, and CBS All Access, so customers can easily sign up through a single interface and billing system. In the fall, the app will also play host to Apple TV+, a collection of original movies and shows. While the TV app is already available on iOS and Apple TV—and is coming to Macs this fall—it will also launch on Samsung TVs in the spring. Support will come later to Roku and Fire TV devices, along with smart TVs from Vizio, LG, and Sony.

According to some industry observers, Apple’s plan to sell video services on other companies’ hardware amounts to a “death knell” for Apple TV. Apple’s $150-and-up streaming box has always lagged behind Roku and Fire TV in market share, they say, so bringing the TV app to other platforms marks the beginning of the end for a failed hardware experiment.

I wouldn’t put too much faith in these arguments. While I’ve certainly been skeptical of Apple’s TV hardware strategy, the product is nowhere close to being in jeopardy. If anything, Apple TV is more important than it’s ever been. Read the full column on TechHive.

Although Apple has pitched this as a kind of a la carte offering, the launch lineup doesn’t include any cable channels besides the ones I just listed. The other “Channels” on offer are either digital-first services (like CuriosityStream) or table scraps from TV networks’ back catalogs (like Viacom’s standup-oriented Comedy Central Now). Amazon and Roku already offer similar subscription marketplaces on their respective streaming devices, so it’s unlikely that Apple TV Channels will shake things up. I wrote more about that for Fast Company.

Apple also announced its own streaming service, called Apple TV+, which will launch this fall. The company has been spending billions on getting big names like Oprah Winfrey, Steven Spielberg, and J.J. Abrams to produce exclusive programming for the service, and while many questions remain unanswered, at least Apple’s plans are now out in the open. I’m skeptical that Apple TV+ will succeed on its own merits, but it could get traction as part of a broader bundle of Apple services.

Perhaps the more immediately impactful news: Apple is redesigning its TV app to include some personalized recommendations and—praise be—bigger thumbnail images for the shows you’re watching. Look for that update in May.

FuboTV price hike: The live TV streaming service FuboTV has raised prices for new subscribers, from $45 per month to $55 per month. Presumably that’s the other shoe dropping after the startup reached a deal with Viacom last month to carry channels such as Nickelodeon and Nick Jr. (I wonder if the price hike also might pave the way for ESPN and other Disney-owned channels, as they’re the major missing piece in Fubo’s lineup, but the company won’t comment on that.)

In other FuboTV news, the service will be streaming five Major League Baseball games in 4K, becoming the first live TV streaming service to do so. All five games (Braves vs. Phillies on 3/30, Rangers vs. Angels on 4/6, Rockies vs. Giants on 4/13, Giants vs. Pirates on 4/20, Indies vs. Astros on 4/27) will air on FS1. Fubo’s hoping this kind of forward-thinking stuff will take some sting out of those price hikes.

Let the Sunday Ticket speculation begin: In a recent interview with Bloomberg, NFL Commissioner Roger Goodell said the league is looking at splitting up the rights to Sunday Ticket, which is currently exclusive to DirecTV subscribers. “We want it delivered on several different platforms,” he said.

Sunday Ticket is currently the only way to watch live out-of-market games in full, and there’s no way to stream it unless you’re in a location that’s ineligible for DirecTV satellite service. The lack of streaming options could be holding a lot of people back from cord-cutting, but could also be leaving money on the table for the NFL as satellite subscriptions tank and cord-cutting accelerates.

Still, any changes could be a ways off. The NFL has an option to end its deal with DirecTV early, but only after the 2019 season. And if the NFL doesn’t exercise that option, the rights will stay locked up with DirecTV until 2022.