Dec 16, 2016 09:43 AM EST By Noi Ramirez, UniversityHerald Reporter

Apple rolled out its new TV application this month that is simply called "TV." The new application offers Apple TV, iPhone and iPad users a single destination to access TV shows and movies across all apps the user has.

Apple claims TV helps keep users track of their favorite programs and search across apps, including getting recommendations and access t the iTunes library and the iTunes store. Though it may sound nice and convenient, early adopters of the app seem to be not so thrilled with the new TV app.

End users are frustrated by what they say is a fragmented experience in using the TV app. Users have to sign in and/or authenticate with pay TV providers in order to watch shows and movies on each one. TechCrunch reported that users find it difficult to remember which network's apps has their favorite shows and films.

Another gripe that users have to contend with in using Apple's TV app is that it doesn't have Netflix or Amazon video support, The Verge reported. The report further stated that the Apple's single sign-on feature for cable subscriptions only work with a handful of providers. At least, Hulu and HBO are supported during its launch.

The TV app is supposed to unify different services into a single searchable system, it even maps these to the TV button on its Apple TV remote, but since it lacked support from most industry players the TV app is almost useless. To make matters worse, Apple does not operate its own video streaming service.

Apple, however, is reportedly adding providers that support a single sign-on, and there are already several on board. Familiar names such as Dish, DirecTV, and Sling TV have been added but the larger names such as Comcast and Time Warner are nowhere to be found.

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