A Nibble Today, Maybe A Bite Tomorrow, Apple Makes A Major Move On iGaming

It’s the mobile device that millions of us use to lay down our sporting wagers, through online operators and other providers, but Apple, the world’s richest company, has now made a major move that could shake up the world of online sports betting.

This week the Cupertino, California-based leviathan, worth some US$2.75 trillion (£2.16trn), launched a free Apple Sports app for iPhone that “delivers real-time scores, stats, and more, all designed for speed and simplicity.”

“We created Apple Sports to give sports fans what they want – an app that delivers incredibly fast access to scores and stats,” said Eddy Cue, Apple’s Senior VP of Services.

“Apple Sports is available for free in the App Store, and makes it easy for users to stay up-to-date with their favorite teams and leagues.”


The app is, nominally, supported by market-leading Fantasy Sports platform and sportsbook DraftKings, but there can be no doubt that Apple are the principal thrust behind the potentially-revolutionary move.

Hitherto, the sports app market has been limited to relatively smaller platforms; such as LiveScores and 365 Scores; and higher-profile sports media brands like Walt Disney’s ESPN and PENN Entertainment’s theScore.

But the arrival of Apple takes the game to a whole new–and arguably controversial–level.

“[Apple] are not playing the game,” charged iGaming guru and influencer Dmitry Belianin in a social media post today.

“If this was a football match…they own the playing field, and they’re refereeing the match.

“Better still… they know every move the players will make before it’s happened (sic).. So if they want to win enough, they can… easily.”

And Belianin questioned Apple’s “motivation” for developing the live score app in the first place.

For their part, Apple have cleverly and preemptively blunted the gambling angle by giving the sports app users the option of hiding the provided betting odds through settings.


Now available to download in the US, UK and Canada, the app features a Sports Hub area that will allow users to watch sports games through the company’s flagship Apple TV streaming service.

Apple Sports keeps fans up to date on the following leagues currently in season: MLS; NBA; NCAA basketball (men’s and women’s); NHL; Bundesliga; LaLiga; Liga MX; Ligue 1; Premier League and Serie A.

Additional leagues will become available on Apple Sports over time, including MLB, NFL, NCAAF, NWSL, and WNBA for their upcoming seasons.

According to Apple company blurb: “Fans can easily navigate between scores and upcoming games; explore play-by-play information, team stats, lineup details, and live betting odds.

“[They can] tap to go to the Apple TV app to watch live games from Apple and connected streaming apps.

“Apple Sports will also seamlessly sync with [favourites] selected within the My Sports experience including in the Apple TV app and Apple News.”

Given that pretty much “all is fair in war and love”, and for that matter iGaming, it could be little more than sour grapes that a genuine techno killer whale–with all its massive, if not overwhelming, financial firepower–has chosen to enter the online sports betting space.

For Apple, a nibble may well become a mighty bite.

Today sports betting, tomorrow iGaming.

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