In a recent interview, Tim Cook discussed the new, universal search feature on the upcoming Apple TV. While at launch the search feature will show results from iTunes, Netflix, Hulu, HBO, and Showtime, Cook expects developers to incorporate search into their TV apps quickly thanks to the tvOS search API.
And Apple's confident that they will do just that. "I think that many, many people will want to be in that search," Cook said. "And that's great for users. Think about your experience today. Even if you're fortunate enough to have the content you want to watch in an app, you sometimes don't remember exactly where that show is, so you're going to Netflix or Hulu or Showtime. You shouldn't have to do that. It should be very simple."
Cook also said that universal search will make clear just where a particular piece of content is, and it will display seasons and episodes on all services in which they can be found, in addition to iTunes.
The new Apple TV, with its universal search and support for third party apps, will be available at some point this month. Developer recently began recieving hardware kits for the box, allowing them to test apps, including those supporting universal search, on actual devices.