In a move seen by some as a signal Apple is about to embrace sports betting, the tech giant has launched a new live scores app. But it’s some way from resembling a sportsbook despite the integration of odds from one of the best betting sites in New York, DraftKings.
The Apple sports app, launched at the end of February, gives users access to live scores and team stats plus up-to-date odds for the biggest leagues in the world. That’s as far as Apple has delved into sports betting - for now.
However, is this a sign there’s more to come from one of the most profitable companies on the planet? Apple’s combined financial and brand power coupled with its long-standing knack for creating innovative products could change the face of sports betting forever.
Apple Sports was unveiled on February 21. The product is currently available to iOS users in the US, Canada and the UK. In a press release coinciding with its debut on the App Store, Apple Senior Vice President of Services, Eddy Cue said:
“We created Apple Sports to give sports fans what they want — an app that delivers incredibly fast access to scores and stats.”
Notably, further comments from Cue to CNET hint at what could follow:
“Whether we let you tap on it to go to DraftKings or not…we'll decide that later, we just decided right now we just want to show the odds and see…We’re not against betting."
For their part, DraftKings did little more than confirm their ‘for now’ muted presence on Apple Sports:
“DraftKings is working with Apple to display real-time betting odds for the Apple Sports app. Customers can turn off betting odds in settings.”
The launch of Apple Sports comes just before the start of the MLB and MLS seasons. Apple has the rights to broadcast both leagues and the app is integrated with Apple TV streaming services for those with the required subscription. Apple Sports (featuring DraftKings) follows hot on the heels of X’s integration with BetMGM content and information on its betting markets.
That pair of sports betting brand maneuvers are fundamentally very similar but with key differences. Apple Sports is essentially just a live scores platform with up-to-the-minute lines from DraftKings supplementing its content.
That’s as far as it goes. There isn’t any DraftKings branding nor any direct link to place bets on the biggest sportsbook in the US. Users can even choose not to display in-game pricing.
It also differs from ESPN platforms that link to the Penn Entertainment sportsbook, branded around the sports broadcasting giant. X content featuring BetMGM odds also enables users to directly access sports betting products.
