Apple continues to make the case that apps are the future of television with its latest ad for the Apple TV. Throughout the course of the 30-second ad, the top of the Apple TV box on the screen shifts and changes to suit an array of different popular apps on the platform. One second, the chicken mascot from Crossy Road is bursting out of the Apple TV, while the next second sees the box turning into the iron throne from Game of Thrones.

Apple has noticeably stepped up its marketing game with the latest iteration of the Apple TV, which significantly improves functionality over prior generations. With tvOS using iOS as its foundation, Apple is betting heavily on an entertainment experience based largely the app model that has been so successful in mobile.

Source: Apple (YouTube)