In a follow-up story on his interview with Tim Cook last month, BuzzFeed's John Paczkowski relates some additional details on Apple TV shared by Cook, including word that developers will indeed be able to make their content available to universal search via an API.
“At launch we’ll have iTunes, Netflix, Hulu, Showtime, and HBO — so we’ll have five major inputs into universal search initially,” Cook said. “But we’re also opening an API, so that others can join in.”Cook went on to note that universal search will be intelligent enough to know which services the user is subscribed to, highlighting which sources are available free or with existing subscriptions. This is true even when different services offer only a portion of a television series' seasons, such as a show where older seasons are available through Netflix with an existing subscription but newer seasons may need to be purchased through iTunes or through a new HBO subscription.
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.”