With its German Apple TV debut, could Sky Q be UK-bound?

German and Austrian pay-TV operator Sky Deutschland has launched its live and on-demand television service through an Apple TV app leading to speculation that a similar app could be available in the future for Apple TV users in the U.K. to replace or stand alongside Sky’s current Now TV service.

The app, named Sky Q, let’s customers of the Sky service subscribe without having to invest in a long-term contract and installing a Sky+ Pro satellite receiver. The Sky Q app is available free of charge and is offered automatically to all new Sky customers.

Sky Q users in Germany and Austria are able to watch ultra high-definition content and have access to a arrange of new features including start over TV, auto-play for binge-viewing of box-sets and the ability to pick up a show from where they left on a different device. The catch-up services from German public broadcasters ARD and ZDF and other smart TV apps can also be accessed directly via Sky Q.

Sky Deutschland is part of the Sky UK Limited family and as such, many believe the service will keep for the time being its Now TV service on Apple TV in Great Britain and possibly convert to the Sky Q brand and app in the future.

The Now TV app breaks up the Sky satellite service into three in-app passes – or bundles – for entertainment channels only at £7.99 a month, movie channels at £9.99 a month, and a sports channel package at £7.99 a day. Sky is also using the ‘Sky Q’ brand on its current satellite service in the U.K.

A spokesperson for Sky UK Limited was not immediately available for comment to this story.