In a move to compete directly with Apple’s iTunes store, Google has released an iOS edition of Google Play Movie & TV.
With the new app, iOS users can watch their Google Play content on an iPad or iPhone. However, the app does not give users access to purchase or download content from the Google Play store. To do that, they’ll need either a browser or a non-iOS device.
This is not an oversight by Google — Apple doesn’t allow iOS apps to link to rival software or other content stores. But it means the app will come in particularly handy for any user who owns both iOS and Android devices.
Google’s strategy seems reminiscent of Amazon’s approach with the Kindle app, which is available across multiple platforms so users are less likely to opt for other content providers. By supplying iPad and iPhone users with an app to view Google Play content, Google can maintain a customer base across Android and iOS devices.
Google Play Movie & TV also includes a Chromecast button, so users can play media directly from their devices on HDTVs through HDMI.
The Google Play Movie & TV app is a free download in the Apple App Store. As of this writing, it is only available in the U.S., the U.K., and Japan.