I'm sorry, but this response shows just how badly Comcast is missing the boat here.
Apple TV single sign on has been standardized and 11 other TV service providers have already integrated with it.
There's absolutely no excuse for Comcast to insist that Apple conform to their proprietary single-provider solution vs. accomplishing the same simple integration that 11 other TV service providers in the US (including DirecTV, Dish, AT&T, Centurylink, and Sling) have managed.
Comcast needs to start considering what their customers need/want instead of just what is convenient for Comast. People aren't asking for Comcast's excuse for avoiding Apple's solution, they're asking Comcast to support a convenient feature that would be relatively simple for Comcast to accommodate.
You've already got web-auth integration with Freeform, HBO, etc. for TvOS apps, so all you need to do to support what is needed is extend that capability to support the Apple centralized SSO process that is shared across TvOS apps.
Instead of whining about how we should all use your app that won't run on the Apple TV for all our viewing, take an honest look at what is being requested and then implement this simple feature.
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