Unlike the old app, this new one is clearly made by Google. There are Google-style buttons, and, more notably, there are ads. Upon launching YouTube, you?re prompted to sign into your Google account right away. It?s clear that Google wants to assert itself as the owner of the app, which had previously been native to iOS and managed by Apple.
In general, the interface is similar to the mobile view of the YouTube site. The rest of the design is a cross between a regular Google app (Chrome-style buttons) and the Facebook app (sideways swipes, in this case revealing settings and YouTube genres.) That combination yields an interface much cleaner than Apple?s long-languishing version of the app.
YouTube for iOS also gains new functionality in its Google-developed version. For instance, users no longer have to use the separate Vevo app to view official (and usually major-label) music videos. When you pull down the screen on the new YouTube app?s homepage, it updates to reveal recommendations in a list of wide-screen photos that are much easier to make out than the thumbnails Apple?s app uses.
Other introduced features benefit Google more than consumers. Ads connected to videos, which weren?t possible in Apple?s YouTube app, are now here, just as they are on the web.
The timing of the new app?s release doesn?t necessarily mean the rift between Google and Apple is any smaller. But it does show that, at least in the name of brand-recognition and video-sharing dominance, Google is willing to make things work for users.
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