Apple partners with Samsung to bring iTunes to smart TVs

Apple,Samsung,Samsung TVs

Apple’s TV deal with Samsung showcases shift to services

That means that people will be able to watch TV and movie content that has been purchased or rented from iTunes and, presumably, they will also get access to whatever Apple's new streaming content service turns out to be.

The partnership will also result in support for AirPlay 2, which allows users to stream media directly from an Apple device to an Apple TV or other compatible device, for the models of TV in question. So far, iTunes has really only been available through the Apple TV, and bringing it exclusively to Samsung's Smart TVs is kind of a surprising move from Cupertino.

It would have sounded unthinkable just a couple years ago, but long-time Apple frenemy Samsung has announced that its Smart TVs will offer iTunes Movies and TV Shows and Apple AirPlay 2 support.

The Verge has raised other questions about the deal, they have questioned whether Apple going to allow Samsung's smart TV tracking to snoop on iTunes viewers?

The app will enable Samsung smart TV users to access their existing iTunes library.

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LAS VEGAS-Apple has for years carefully maintained a walled garden for its streaming video features and services.

The new arrangement will bring iTunes movie and TV content to customers in over 100 countries while over 190 countries will also enjoy the benefits of AirPlay 2 support built in.

Why it matters: As Apple continues to focus on services, eliminating unneeded barriers between platforms will help prevent end users from feeling stuck within a single ecosystem. However, it seems that multiple TV manufacturers will be offering AirPlay 2 support.

With any luck, we'll be seeing a bunch of smart TVs with inbuilt iTunes apps in the near future. "With Apple HomeKit support, customers will be able to control their LG TV using the Home app or by asking Siri".

But what we're most excited about is the AirPlay 2 compatibility. This is to "create a consistent experience across Samsung's platform", said Samsung.

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