Bloomberg:

Apple Inc.’s plan to reinvent cable TV is starting to look a lot like the strategy of its rival Amazon.com Inc.

For the first time, Apple plans to begin selling subscriptions to certain video services directly via its TV app, rather than asking users to subscribe to them through apps individually downloaded from the App Store, according to people familiar with the matter.

Makes sense - surprised this hasn’t happened sooner. Plus, if it means one less app to download, I think we’d all be glad for it.