Samsung and Apple are getting along well. At least in the TV space, that is. The Korean electronics giant has confirmed that its 2019 and 2018 line-up of smart TVs will support Apple’s iTunes library as well as the AirPlay 2 audio streaming technology. This is the first time the iTunes library of movies and TV shows is being made available for streaming on a non-Apple device. This was announced at the 2019 Consumer Electronics Show (CES) in Las Vegas.
The 2019 line-up of Samsung TVs will have the iTunes functionality built-in, while the 2018 TVs will get the new feature through a firmware update. Users will be able to buy or rent iTunes content from the TV itself. Incidentally, iTunes has the largest collection of 4K HDR movies. Samsung has confirmed that iTunes Movies and TV Shows will work seamlessly with the Smart TV Services, such as Universal Guide and the New Bixby and Search.
This is big news for iTunes and Apple, as the company is heading towards the expected launch of a larger video streaming service that would compete with the likes of Netflix and Amazon Video. At present, iTunes lets you buy out specific TV shows or movies, or rent them for a specific duration. However, it is believed that Apple is working on a larger consumer-all-you-can model, much like Netflix, for a monthly subscription fee. For that, Apple needs access to as many screens as possible, and not just be limited to the iOS devices such as an iPhone and an iPad or even the Apple TV streaming device. For a streaming service to work, it needs to be available on large screen televisions, and not just on phones and tablets—and what better way to get that access than by getting the service preloaded on televisions. Nothing tells us that the iTunes partnership is exclusive with Samsung, which means Apple could be announcing similar deals with other television makers in the near future.
It is not just the iTunes content, but also the fact that the AirPlay 2 streaming capabilities are being added to Samsung televisions. This will allow users to stream content from iOS devices, including videos, photos, music and podcasts, directly to Samsung Smart TVs. The AirPlay 2 functionality will be available on all QLED 4K and 8K TVs, The Frame and Serif lifestyle TVs, as well as other Samsung UHD and HD models.
Samsung has confirmed that the iTunes streaming services will be available in over 100 countries globally, while the AirPlay 2 functionality will be updated on TVs in over 190 countries.
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