Apple Inc. AAPL,
on Wednesday debuted “Apple Sports,” an iPhone app that gives sports fans access to real-time scores, stats, lineups and betting odds, in an effort to become the go-to place for sports fans to get the latest news.
The tech giant’s move illustrates its growing penetration into sports and could shake up the live sports information industry.
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“It’s incredibly rewarding to be the first app that people go to to check these things,” Daniel Kirschner, CEO of Greenfly, a software company used by major sports leagues for content initiatives, told MarketWatch. “If you’re the first place fans look for this information, then you can layer in short-form content, broadcast links, etc.”
The new app provides similar real-time information to other sports apps, such as ESPN, Yahoo Sports and CBS Sports. But in terms of competition, the brand that should perhaps be most concerned is Google GOOG,
GOOGLE,
“Google is the real competition here,” Kirschner said. “Who will be the gateway to sports data and the media ecosystem? Currently, many people type their team into the search browser, and Google provides a curated experience in real time. The simplicity of the Apple app is surprising – results, standings and betting odds.”
This new app will be integrated with the Apple News and Apple TV app, allowing opportunities for suggested content, further customization to fan preferences and favorite teams, as well as a live way to watch some of these events.
The app is available for download in the company’s app store, but will not automatically download to iPhones. At least not yet.
Kirschner said it “could at some point” become one of Apple’s built-in default apps like Notes, Watch and Maps, adding that such an integration would be a “strong move” in the company’s broader sports plans.
Apple did not respond to MarketWatch’s request for comment for this story.
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Apple’s release says its app will support data for MLB, NFL, NCAA soccer, WNBA, MLS, NBA, NCAA basketball (men’s and women’s), NHL, Bundesliga, LaLiga, Liga MX, Ligue 1, Premier League and Serie A. Some the sporting events not included in the app’s coverage as of Wednesday were for golf, tennis, the Olympics and international soccer.
“We created Apple Sports to give sports fans what they want — an app that provides incredibly fast access to scores and stats,” said Eddy Cue, Apple’s senior vice president of services.
Apple told Barron’s it had “nothing to share today” when asked if the Sports app would ever include a live betting feature. Betting lines and odds for Apple Sports are provided by DraftKings Inc. DKNG,
and users can disable it in the settings app.
Additionally, Apple’s app will have no ads at launch, unlike the ESPN, CBS Sports and Yahoo Sports apps.
Apple has made sports a top priority in recent years. The company bought MLS broadcast rights last year with a big contract with star Lionel Messi, rights to Friday Night Baseball and financed a number of sports documentaries that aired on Apple TV+. It also bid for streaming rights to NFL games last year before ultimately losing out to Google’s YouTubeTV. Apple has also expressed interest in bidding for the next NBA TV deal, according to the Wall Street Journal.
Apple CEO Tim Cook took to social media to announce his company’s new venture.
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