New Store Tab in TV App
A new “Store” section in the TV app on the iPhone and iPad will let you quickly access the iTunes Store to buy or rent movies and TV shows. This saves you a trip to the standalone iTunes Store app, while also helping to filter out that content that’s only available on streaming services.
Sadly, this doesn’t work the other way. The Watch Now screen will still include a hodgepodge of content both from the streaming services you’re subscribed to, plus shows that are only available for purchase on iTunes.
For iPad users, the new Store tab is also accompanied by a broader redesign, with a new sidebar that should make it easier to navigate between the different sections of the TV app.