Apple TV 4K is going to look a little different in the coming months. The latest tvOS software will do away with the long-used iTunes TV Shows and Movies apps, and Apple will replace those outdated spaces with a more modern Apple TV app.

The latest firmware, tvOS 17.2 (still in beta and available only to developers), aims to draw users into the TV app for purchasing or renting a variety of entertainment, and the iTunes brand has been removed entirely.

According to 9to5Mac, the iTunes Movies and TV Shows icons are still present when the device is launched, but their new purpose is simply to tell users that "iTunes Movies and Your Purchases Have Moved" (i.e., "iTunes Movies and Your Purchases Have Moved"). Future purchases by consumers will be made primarily through the main Apple TV app.

While we will miss these outdated iTunes apps, the functionality they provided is still present in Apple's more modern apps; Apple TV is, in fact, merely a mirror of the previous offerings in a more modern setting, giving consumers a wider range of purchase options and a variety of entertainment rentals.

From the point in 2019, the iTunes brand had been pushed out the door by Apple as it transitioned to content hubs like Netflix, Max, and Disney Plus, alongside additional purchaseable options. Now, Apple is stepping up its own efforts to rid the world of the outdated name iTunes with a more sophisticated and comprehensive content space.

These new Apple TV changes were first reported by Bloomberg's Mark Gruman in October. The changes are strategic in that they bring some users into the Apple TV+ ecosystem while Apple continues to produce its own shows and movies.

Several of the latest Hollywood blockbusters have portrayed Apple as a major contender for hot new content, the most recent of which are Martin Scorsese's "The Flower Moon Killer" and the Godzilla-led TV project "Monarch: Legacy of Monsters."

Other original programming like Ted Lasso and The Morning Show have also proven to put Apple TV+ on the map, but is it enough to compete with rivals like Netflix and Disney Plus?

Aside from dropping the iTunes name, Apple has added several special Apple TV features, including a sidebar in the Apple TV app and an "Add to Queue" button in the TV+ trailer As ScreenTimes' Sigmund Judge noted the Siri button on the Apple TV remote also functions as a search function on the home screen that displays search results for both Apple TV and Apple Music.

The tvOS 17 software now allows users to add and configure VPN connections. This is a welcome addition for those who want to access regionally restricted content or want a little more security for their systems.

The Apple TV 4K has been on the market for over a year now and has made a name for itself. Rumors of a fourth generation are still uncertain, but there is no better time than now to get an Apple TV and enjoy your favorite shows and movies in one simple place.