It seems that those on the beta threads of iOS and tvOS are now seeing the Single Sign-On feature first promised by Apple as part of the tvOS 10 update, and which the company now says will officially launch in December.
One reason that launch was likely delayed until that point? Lack of partners. Currently, only four providers seem to have hitched their wagons to Apple’s horse: satellite provider Dish, regional cable companies GVTC Communications and Hotwire, and Internet TV service Sling TV. Apple also said in its announcement that DIRECTV was onboard, but there doesn’t appear to be any sign of them yet.
Apple is presumably also talking to major providers like Verizon, Comcast, and TimeWarner—if the company can’t get them onboard, it’s going to have an uphill slog making the feature relevant to most of its users.