Starting today, the HBO channel has been removed from the Apple TV app if you don’t already subscribe to it.

The HBO Apple TV channel now features a carousel advertising the Max service.

They are no longer interested in reselling their service through a third-party UI like the Apple TV app interface.

If you are subscribed to HBO through Apple TV Channels, you can download the HBO Max and access all the content at no additional charge via your Apple ID account.

The key advantage of Apple TV Channels compared to integrated third-party app integrations was that the TV app could play that content directly, without needing to kick you out into another company’s app interface.

Content from Apple TV Channels could also be downloaded in the same way you download Apple TV+ or iTunes content, and the subscription was easily shared with up to six family members through Family Sharing.

But content companies fear that they will lose a chunk of the customer relationship by being involved with something a la carte like Channels.

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