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Mr Porter launches shoppable app for Apple TV

Men's fashion e-tailer Mr Porter has launched a shoppable app for Apple TV, which will enable customers to purchase items from video content.

More than five years' worth of content from the retailer's digital magazine, The Journal, will now be accessible on Apple TV. Mr Porter plans to update the TV app content regularly with the latest short films and exclusive video from each issue.

Films from the online retailer include "insider-knowledge" broadcasts such as 'Tokyo's Best Kept Secret'’ and informative tutorials like 'How to Iron a Shirt'. There are also behind the scenes videos, which have been designed to increase engagement with the brand.

Mr Porter has built the app using the newly released Swift 3 – which has been dubbed Apple's latest and most powerful programming language.

Jeremy Langmead, Mr Porter's brand & content director, said: "As our customers have always had the ease and opportunity to shop directly from the digital pages and video-series of The Journal, we're now thrilled they'll be able to connect their shopping experience with the viewing-pleasure of video series and short films within Apple TV's network of innovative channels and first rate content."

Created specifically for Apple TV's specific operating system, tvOS, the development of the app alongside Mr Porter's established Android and iOS mobile apps emphasises the multiple platforms retailers' tech and software teams must now consider when bringing new ideas to market.

In an effort to keep the usability across applications seamless, the new Apple TV app can automatically download when the Mr Porter iOS app is downloaded for iPhone or iPad. Consumers can also connect the TV app to their mobile or tablet devices, meaning they can browse on the app but view and make the purchase on the biggest screen in their homes.

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