or Connect
AppleInsider › Forums › Mobile › iPod + iTunes + AppleTV › Apple TV gains its own shopping category in Apple's online store
New Posts  All Forums:Forum Nav:

Apple TV gains its own shopping category in Apple's online store

post #1 of 106
Thread Starter 
The most recent update to Apple's online store brought more than just Valentine's Day deals, as the company's Apple TV set-top streamer was promoted from accessory to top-level product category -- fueling speculation that the box may soon see a major update.

Valentines


Formerly grouped with the slumping iPod lineup, the Apple TV now shares top billing with its own "Shop Apple TV" entry in the store's topmost navigation menu. Like its siblings, the Apple TV's section featured dedicated areas for the device itself, accessories, and customer message boards alongside a dedicated slot in the store's refurbished section.

Whispers of a pending hardware and software refresh that would bring new capabilities to the device have grown steadily louder in recent days, as many now believe Apple will not attempt to push an Apple-branded television set but instead expand its living room push with a model similar to the current Apple TV.

Last week, a report surfaced indicating that Apple may be working on a gaming-focused update for the set-top box. The update would bring support for iOS games and Bluetooth game controllers alongside a possible fourth-generation hardware platform.

In addition to entirely new features like gaming, Apple is also believed to be working to add more live television content to the device. The company has reportedly been involved negotiations with content owners like ESPN and HBO in a bid to bypass traditional cable operators, and some have said Apple may be willing to become a virtual cable company themselves to complete the deals.

Apple's $360 million acquisition of Israeli computer vision startup PrimeSense is also seen as a stepping stone toward a new Apple TV product. Many Apple watchers believe PrimeSense's gesture recognition technology would form the basis of a new method of interacting with the product.

Monday's promotion could be a sign that such an update is imminent. A new rumor from 9to5Mac suggests that this is the case, and that Apple may be planning to combine the Apple TV with the AirPort Express wireless router which last saw a refresh in 2012.
post #2 of 106
I've been living with Apple TVs about 3 years now and the main complaint i've got about it is boy do I hate that included remote. While the remote looks nice and makes a great first impression, the initial "wow it's so tiny, and it's aluminium" honeymoon period eventually wears off and the grim reality of the fact that it not only is crappy old IR technology, but additionally has a miserably-narrow and somewhat weak signal band for an IR remote sets in.

And don't get me started on that "remote app". By the time I've actually gotten the app opened I'm bored. Apple needs to produce a decent bluetooth keyboard remote. And I'm mean ASAP! And no, I'm not talking about Apple's bluetooth keyboard on my sofa or ottoman. I'm talking about something along the lines of this:



Even as an optional extra I'd buy something like this in a heartbeat. Perhaps this is a good Kickstarted project for someone? Because if I knew the first thing to do and had the facilities I'd be producing the blasted thing. Sadly this Boxee remote will not work with the Apple TV :-(
Edited by Ireland - 1/28/14 at 12:07pm
Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
Reply
Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
Reply
post #3 of 106
I don't have any problems with the remote, how far away are you using it? The next room?
NW '98
"Everything works, in theory..."
Reply
NW '98
"Everything works, in theory..."
Reply
post #4 of 106
My remote app works great...
post #5 of 106

Hate the navigation buttons on the remote. Too easy to mis hit. I like the design/feel of the remote.

 

My biggest issue that when Airplaying from my brand new iMac to my brand new appletv via my brand new Airport extreme (all direct wired), the mouse on the iMac becomes extremely unresponsive. 

 

It's tolerable when playing a movie but would be useless for any sort of interactive presentation. A reboot solves the issue for a short period and it reappears again fairly quickly.

post #6 of 106

I agree with Ireland

censored

Reply

censored

Reply
post #7 of 106
Quote:
Originally Posted by Ireland View Post

I've been living with Apple TVs about 3 years now and the main thing i've got to say about it is boy do I hate that included remote. While the remote looks nice and makes a great first impression, the initial "wow it's so tiny, and it's aluminium" honeymoon period eventually wears off and the grim reality of the fact that it not only is crappy old IR technology, but additionally has a miserably-narrow and somewhat weak signal band for an IR remote.

And don't get me started on that "remote app". By the time I've actually gotten the app opened I'm bored. Apple needs to produce a decent bluetooth remote, and I'd go so far as to say they should additionally produce a bluetooth-keyboard-remote for Apple TV an an optional extra.


I'm glad to see probably the best 'hobby' Apple ever had, graduate. I like the remote but I wish it were wifi not line of sight as I have my main Apple TV behind a glass fronted door and if the angle the remote is held is not straight on it doesn't work very well. Plus as I use it to send iTunes music through the living room's Hi-Fi system so being able to control from anywhere would be very useful. Now, if a phone rings I have to run to be right in front of the Apple TV to lower the volume.
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
post #8 of 106

yeah I'm not completely against the remote app... It pulls up the keyboard when needed and works well with navigating, although I'm sure they can mirror the tv screen on your phone so you can just tap the channel you wanna watch...

post #9 of 106
it could just be they want to highlight the product more due to the decline in iPod sales, and I'm sure what must be lower numbers of visitors to that part of the site. The rumours regarding the refresh are rather intriguing though. I can see gaming capabilities finding place in the living room, for example during family gatherings at Xmas when traditionally board games appear.
post #10 of 106
Quote:
Originally Posted by patpatpat View Post

Hate the navigation buttons on the remote. Too easy to mis hit. I like the design/feel of the remote.

My biggest issue that when Airplaying from my brand new iMac to my brand new appletv via my brand new Airport extreme (all direct wired), the mouse on the iMac becomes extremely unresponsive. 

It's tolerable when playing a movie but would be useless for any sort of interactive presentation. A reboot solves the issue for a short period and it reappears again fairly quickly.

I am actually new to being able to use Airplay. Till my new Mac Pro arrived late December my MBP was pre Airplay. So, I had always used Air Parrot as a third party stand in. Strange thing is I have now gone back to using Air Parrot on the new Mac Pro quite a lot, rather than Air Play as I find it is far better in many cases. Not least of which is anything that has DRM and not allowed to be played Via Apple TV works no problem with Air Parrot. I too notice some weird stuff on the Mac when Air Play is in use which doesn't happen with Air Parrot. I am not saying it's better for all uses and occasions, but certainly having Air Parrot is worth the few $s it costs. I just wish the makers of Air Parrot had an iPad version for all those pesky shows that say 'Not allowed' when you try to stream them to the Apple TV..
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
post #11 of 106
Hmmmm. March event anyone?
post #12 of 106
Quote:
Originally Posted by Ireland View Post
By the time I've actually gotten the app opened I'm bored. 

You really want to brag about that? Sounds like my Labradoodle has more maturity than you.;)

post #13 of 106
Quote:
Originally Posted by nitewing98 View Post

I don't have any problems with the remote, how far away are you using it? The next room?

I wish I could! Give me a Wi-Fi Apple TV Remote please. When I have an Apple TV playing music very loud over the Hi-Fi system and I am in another room and the phone rings or FedEx are at the door with yet another box from Amazon, heck yes I'd like to be able to hit pause, mute or at least lower the volume with a remote from wherever I am.
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
post #14 of 106

This obviously portends something big and new. As noted above, a March event.

 

And, I agree 100% with Ireland. After a while both the AppleTV remote and app are just cute and annoying more than anything else. Do better, Apple!

post #15 of 106
Quote:
Originally Posted by GQB View Post

You really want to brag about that? Sounds like my Labradoodle has more maturity than you.

LOL I'm trying to imagine what a Labradoodle looks like. I don't know about being bored, but using an iPhone or iPad as an Apple TV remote seems overkill to me for most occasions. I admit to having the Remote apps but other than if i have to do a lot of setting up and signing in, I don't use them.
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
post #16 of 106
Quote:
Originally Posted by nitewing98 View Post

I don't have any problems with the remote, how far away are you using it? The next room?

 

The same room as I'm using my other IR remote that never fails. Would you not prefer a bluetooth remote?

Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
Reply
Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
Reply
post #17 of 106
I'm ready to cash in my 75 dollar Apple Store credit for buying an iPad Air on Black Friday.

Bought my Gen 3 Apple TV when it launched a couple of years ago in March and it has gotten a LOT of use.

I think that it's time for an Apple TV app store. I don't just want games I want news, podcasts and more coming from 3rd party.

Integrating an 11ac router would be awesome because it can extend your network to every room that has a display. It also reduces the need to be redundant with an Airport Express and Apple TV.

I'd like BT control of Apple TV via iPad and iPhone/iPod Touch rather than wifi. I'd like a new UI that mirrors the Apple TV display to your Mac or iOS device.

I'd like higher bit-rate support for audio (24/96)

I'd like Siri control of the Apple TV if you have a Siri enabled iOS device.

I'd like synchronization of audio across all Apple TV
He's a mod so he has a few extra vBulletin privileges. That doesn't mean he should stop posting or should start acting like Digital Jesus.
- SolipsismX
Reply
He's a mod so he has a few extra vBulletin privileges. That doesn't mean he should stop posting or should start acting like Digital Jesus.
- SolipsismX
Reply
post #18 of 106
Quote:
Originally Posted by hmurchison View Post

I'm ready to cash in my 75 dollar Apple Store credit for buying an iPad Air on Black Friday.

Bought my Gen 3 Apple TV when it launched a couple of years ago in March and it has gotten a LOT of use.

I think that it's time for an Apple TV app store. I don't just want games I want news, podcasts and more coming from 3rd party.

Integrating an 11ac router would be awesome because it can extend your network to every room that has a display. It also reduces the need to be redundant with an Airport Express and Apple TV.

I'd like BT control of Apple TV via iPad and iPhone/iPod Touch rather than wifi. I'd like a new UI that mirrors the Apple TV display to your Mac or iOS device.

I'd like higher bit-rate support for audio (24/96)

I'd like Siri control of the Apple TV if you have a Siri enabled iOS device.

I'd like synchronization of audio across all Apple TV

I wonder if Siri would be able to hear me shouting 'Turn the volume down!' over Led Zeppelin at full volume? 1biggrin.gif

I hear you on the sync. I always explain to guests that the fractional delay between Apple TV's (on during house parties), is a deliberate effect to add 3D depth to the music ... 1smoking.gif
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
post #19 of 106

Apple needs to buy the Harmony remote division from Logitech or introduce something similar on their own. Their Smart Harmony remote turns your iPhone or iPad into a fantastic universal remote. 

 

Never argue with an idiot. They will only bring you down to their level and beat you with experience. 

Reply

 

Never argue with an idiot. They will only bring you down to their level and beat you with experience. 

Reply
post #20 of 106
Quote:
Originally Posted by DanF508 View Post

it could just be they want to highlight the product more due to the decline in iPod sales.

 

It's not that at all. I think they are taking the little box to App Store status this March and are building anticipation, attention and hype.

Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
Reply
Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
Reply
post #21 of 106
Quote:
Originally Posted by GQB View Post
 

You really want to brag about that? Sounds like my Labradoodle has more maturity than you.;)

 

I don't know what you are talking about. It's a bad TV experience. I know John Gruber doesn't like the remote app either. The whole thing is too fiddly. It needs to be hardware.

Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
Reply
Citing unnamed sources with limited but direct knowledge of a rumoured device - Comedy Insider (Feb 2014)
Reply
post #22 of 106
Quote:
Apple may be working on a gaming-focused update for the set-top box.

 

What the heck is a "set-top box"?

 

Okay, I'm old enough to know what it is, but the term is an anachronism just like me. It has no value as a metaphor now, given the virtual impossibility of balancing anything on top of a modern flat-panel television.  Can't they please find a new term for it?

post #23 of 106
Quote:
Originally Posted by TeaEarleGreyHot View Post

What the heck is a "set-top box"?

Okay, I'm old enough to know what it is, but the term is an anachronism just like me. It has no value as a metaphor now, given the virtual impossibility of balancing anything on top of a modern flat-panel television.  Can't they please find a new term for it?

Excellent observation. I'm sure you are you are not an anachronism though ... 1smile.gif
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
Use duckduckgo.com with Safari, not Google Search
Been using Apples since 1978 and Macs since 1984
Long on AAPL so biased. Strong advocate for separation of technology and politics on AI.
Reply
post #24 of 106
Perhaps a blow-out advertisement spot on Superbowl Sunday? .... "
post #25 of 106
Quote:
Originally Posted by Cintos View Post

Perhaps a blow-out advertisement spot on Superbowl Sunday? .... "

It HAS been 30 years....

post #26 of 106
Originally Posted by TeaEarleGreyHot View Post

What the heck is a "set-top box"?

 

“Setside box” sounds either Japanese or irrelevant and “underset box” would be hard to actually build, given that TVs are approaching 50 pounds and engineering would be wasted and the design compromised on such things.

 

I really don’t think it matters. It’s just another anachronistic term among thousands in the English language.

Originally Posted by asdasd

This is Appleinsider. It's all there for you but we can't do it for you.
Reply

Originally Posted by asdasd

This is Appleinsider. It's all there for you but we can't do it for you.
Reply
post #27 of 106
Quote:
Originally Posted by AppleInsider View Post


Apple's $360 million acquisition of Israeli computer vision startup PrimeSense is also seen as a stepping stone toward a new Apple TV product. Many Apple watchers believe PrimeSense's gesture recognition technology would form the basis of a new method of interacting with the product.

Monday's promotion could be a sign that such an update is imminent. A new rumor from 9to5Mac suggests that this is the case, and that Apple may be planning to combine the Apple TV with the AirPort Express wireless router which last saw a refresh in 2012.

 

1. Apple only bought PrimeSense a few months ago. Big acquisitions like that take Apple years to flesh out and make into an Apple product.

 

2. The idea of the AppleTV also being a full blown dual-band 802.11ac AirExport Express would be a HUGE plus in my opinion. HUGE.

post #28 of 106
They should definitely use a Bluetooth LE remote with the original iPod click where. That would rock. But I suspect they have something else up their sleeve!
post #29 of 106
Quote:
Originally Posted by digitalclips View Post


I wonder if Siri would be able to hear me shouting 'Turn the volume down!' over Led Zeppelin at full volume? 1biggrin.gif

I hear you on the sync. I always explain to guests that the fractional delay between Apple TV's (on during house parties), is a deliberate effect to add 3D depth to the music ... 1smoking.gif

I had wondered what streaming would be like with two Apple TV.  I'm guessing there's about a 10ms latency between the streams.  Wonder if the Apple TV 4th Gen will use the new Broadcom WICED stuff that sends sync data in the wifi packets.  

 

imagine being able to have accurate sync of audio to video with Airplay speakers.  I also think that having a HDMI pass through would make integration even easier.   I spend a majority of my time switching between my cable-box and Apple TV.   Not having to switch inputs would make a pretty big impact in how I view content. 

He's a mod so he has a few extra vBulletin privileges. That doesn't mean he should stop posting or should start acting like Digital Jesus.
- SolipsismX
Reply
He's a mod so he has a few extra vBulletin privileges. That doesn't mean he should stop posting or should start acting like Digital Jesus.
- SolipsismX
Reply
post #30 of 106
Quote:
Originally Posted by digitalclips View Post

Quote:
Originally Posted by nitewing98 View Post

I don't have any problems with the remote, how far away are you using it? The next room?

I wish I could! Give me a Wi-Fi Apple TV Remote please. When I have an Apple TV playing music very loud over the Hi-Fi system and I am in another room and the phone rings or FedEx are at the door with yet another box from Amazon, heck yes I'd like to be able to hit pause, mute or at least lower the volume with a remote from wherever I am.

Sounds like you want an AppleTV with automatic:
  • audio ducking
  • video pause
  • squelch circuits


It's kinda' odd...

But my late father and his older brother were fiddling with this kind of stuff in the 1950 - 1960 era.

Maybe it's time for a 21st-century AV Cap'n Crunch 1biggrin.gif
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
post #31 of 106
Quote:
Originally Posted by DanF508 View Post

it could just be they want to highlight the product more due to the decline in iPod sales, and I'm sure what must be lower numbers of visitors to that part of the site. The rumours regarding the refresh are rather intriguing though........

Here's my wish list for Apple TV ... and I think we will see these implemented sooner, rather than later. ... Some storage space, doesn't have to be massive, say 30-60 gigs would suffice, but the bigger, the better, if they can still be in the current price range. ... 64 bit processor ... if they can have that in an iPhone and iPad .. why not Apple TV ... a better remote  (a cheap iPod Touch could be the basis for a fantastic remote)  a dedicated App Store for Apple TV ... think of all the gaming  possibilities with a product and services that this Apple TV would bring about. Hell, it might even be good enough to make the "analyst expert's" heads to explode ... that alone would be enough to bring it on.

Apple is not Appl ...... Please learn the difference!    
Reply
Apple is not Appl ...... Please learn the difference!    
Reply
post #32 of 106
Originally Posted by newbee View Post
Some storage space, doesn't have to be massive, say 30-60 gigs would suffice, but the bigger, the better, if they can still be in the current price range.

 

It’s a streaming device. There won’t be internal storage increases. It has 8GB now to buffer an entire HD movie at once. Other than that they don’t care.

 
... 64 bit processor...

 

I’d love something that does hardware decoding of h.265. That would be great.

 
…why not Apple TV…

 

Not really needed, is all.

 
… a better remote…

 

Apple Remote. Want better, use your iOS device.

 
…a dedicated App Store for Apple TV…

 

Channels. No need for apps.

 

And if it has the “router built in” like one rumor says, that cuts in half the latency between the streamed game from the iOS controller playing on it.

Originally Posted by asdasd

This is Appleinsider. It's all there for you but we can't do it for you.
Reply

Originally Posted by asdasd

This is Appleinsider. It's all there for you but we can't do it for you.
Reply
post #33 of 106

"Router built in" meaning that they're sticking an Airport Express in with the Apple TV?

 

Good stuff if so, always thought it'd be handy for the AppleTV to extend the wireless.

censored

Reply

censored

Reply
post #34 of 106
Quote:
Originally Posted by Dick Applebaum View Post

Quote:
Originally Posted by digitalclips View Post

Quote:
Originally Posted by nitewing98 View Post

I don't have any problems with the remote, how far away are you using it? The next room?

I wish I could! Give me a Wi-Fi Apple TV Remote please. When I have an Apple TV playing music very loud over the Hi-Fi system and I am in another room and the phone rings or FedEx are at the door with yet another box from Amazon, heck yes I'd like to be able to hit pause, mute or at least lower the volume with a remote from wherever I am.

Sounds like you want an AppleTV with automatic:
  • audio ducking
  • video pause
  • squelch circuits


It's kinda' odd...

But my late father and his older brother were fiddling with this kind of stuff in the 1950 - 1960 era.

Maybe it's time for a 21st-century AV Cap'n Crunch 1biggrin.gif


Edit: It occurs to me that Apple already has Automatic Audio Ducking -- in iMovie on the Mac, and in iOS when using the 'phone"
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
post #35 of 106

Have to wonder just a bit if this new high-powered Apple TV might not morph into the much-rumored "iTV" minus the screen?  And that there would be no other monolithic iTV as such?

post #36 of 106
Quote:
Originally Posted by Bluestone View Post
 

Have to wonder just a bit if this new high-powered Apple TV might not morph into the much-rumored "iTV" minus the screen?  And that there would be no other monolithic iTV as such?

 

They can do both.  Just like the iMac, MacPro, and MacMini.

post #37 of 106

2 cents - New Apple TV launching via a Superbowl ad - its so perfect, with Ridley's iconic sledge in 94  - Apple will use the media itself in a clever launch

post #38 of 106
Quote:
Originally Posted by Ireland View Post
 

 

I don't know what you are talking about. It's a bad TV experience. I know John Gruber doesn't like the remote app either. The whole thing is too fiddly. It needs to be hardware.

I continue to find the Apple Remote App woeful. The UI is uninviting, it's laggy, glitchy, etc. And it's not just my Wifi router. It really needs some love. I can only hope that it hasn't been updated because something much better in the works. This seems like a familiar Apple move-having the current "just good enough" product (Remote app) as a placeholder for a product still in development.

For your sake, I hope you're right.
Reply
For your sake, I hope you're right.
Reply
post #39 of 106
Mmm...

AppleTV with:
  • PrimeSense motion detection (Kinect equivalent)...
  • Siri Voice/Sound recognition...
  • App to control Hue Lights...
  • Ravel's Bolero streamed to the HiFi...
  • You and your significant other on the couch...

...What an amazing  fucking  experience

"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
post #40 of 106
Quote:
Originally Posted by patpatpat View Post
 

Hate the navigation buttons on the remote. Too easy to mis hit. I like the design/feel of the remote.

 

My biggest issue that when Airplaying from my brand new iMac to my brand new appletv via my brand new Airport extreme (all direct wired), the mouse on the iMac becomes extremely unresponsive. 

 

It's tolerable when playing a movie but would be useless for any sort of interactive presentation. A reboot solves the issue for a short period and it reappears again fairly quickly.

 

You may actually have a network issue. If your iMac and the Apple TV are both connected via ethernet cable, make sure that neither is also connected via wifi at the same time. Also make sure you don't have any weird loops in your network, like a cable from one port back to another port on the same router. Weird stuff like that can cause network traffic chaos that you can't see other than some devices on the network will get "busier" dealing with network stuff, causing other things to slow down, like UI response.

New Posts  All Forums:Forum Nav:
  Return Home
  Back to Forum: iPod + iTunes + AppleTV
AppleInsider › Forums › Mobile › iPod + iTunes + AppleTV › Apple TV gains its own shopping category in Apple's online store