John Paczkowski, writing for BuzzFeed:

In a recent interview with BuzzFeed News, Apple CEO Tim Cook said universal search in Apple TV is not something that the company plans to reserve for key content partners. “At launch we’ll have iTunes, Netflix, Hulu, Showtime, and HBO — so we’ll have five major inputs into universal search initially,” Cook said. “But we’re also opening an API, so that others can join in.”

And Apple’s confident that they will do just that. “I think that many, many people will want to be in that search,” Cook said. “And that’s great for users. Think about your experience today. Even if you’re fortunate enough to have the content you want to watch in an app, you sometimes don’t remember exactly where that show is, so you’re going to Netflix or Hulu or Showtime. You shouldn’t have to do that. It should be very simple.”

It does sound like the technology behind iOS 9 search will be reused to plug into apps on the new Apple TV. Smart move.