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At the moment Apple's TV app basically consolidates the various streaming services into a single app and it's more about the convenience than anything, where users can just navigate the various services within a single app as opposed to switching apps.

With the move, Apple plans to begin selling subscriptions to certain video services - like HBO Go and Netflix - from its TV client, rather than asking users to subscribe to them through applications individually downloaded from the App Store. It will also boost the company's growing services business.

Basically, Apple wants to simplify the process and user experience of streaming content through its devices since the TV app is available on Apple TV, iPhones and iPads.

Apple declined when asked to comment on its reported plan for the TV app. With growth in iPhone sales slowing, Apple is now looking to services such as Apple Music and iCloud storage and content subscriptions to boost its financial results.

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Bloomberg has published a report with new details about how Apple plans to leverage its TV app on iOS and Apple TV to add new subscribers to its ecosystem.

According to a report by Bloomberg, this decision from Apple comes shortly after Jeff Bezos' Amazon made a similar movce with its Prime Video Channel subscriptions.

Apple currently remains one of the biggest sellers of movies and TV shows in the world thanks to iTunes, but is now playing catch-up with on-demand services which are now replacing the online sale of individual titles.

Potential partners described Apple's efforts with the TV app as the company's latest experimentation. Sales of its Apple TV box meanwhile trail those of rivals including Roku, Google Chromecast and Amazon Fire TV in the US.