Samsung Electronics has revealed it will offer iTunes Movies and TV Shows and Apple AirPlay 2 support on 2019 Samsung Smart TV models beginning this spring. Support on 2018 Samsung Smart TVs will be made available via firmware update.
In an industry first, a new iTunes Movies and TV Shows app will debut only on Samsung Smart TVs in more than 100 countries. AirPlay 2 support will be available on Samsung Smart TVs in 190 countries worldwide.
With the new iTunes Movies and TV Shows app on Samsung Smart TVs, Samsung customers can access their existing iTunes library and browse the iTunes Store to buy or rent from a selection of hundreds of thousands of movies and TV episodes — including a large selection of 4K HDR movies. iTunes Movies and TV Shows will work seamlessly with Samsung’s Smart TV Services, such as Universal Guide, the New Bixby and Search, to create a consistent experience across Samsung’s platform.
With AirPlay 2 support, Samsung customers will be able to play videos, photos, music, podcasts and more from Apple devices directly to Samsung Smart TVs, including QLED 4K and 8K TVs, The Frame and Serif lifestyle TVs, as well as other Samsung UHD and HD models.
“We pride ourselves on working with top industry leaders to deliver the widest range of content services to our Smart TV platform,” said Won-Jin Lee, Executive Vice President, Service Business of Visual Display at Samsung Electronics. “Bringing more content, value and open platform functionality to Samsung TV owners and Apple customers through iTunes and AirPlay is ideal for everyone.”
“We look forward to bringing the iTunes and AirPlay 2 experience to even more customers around the world through Samsung Smart TVs, so iPhone, iPad and Mac users have yet another way to enjoy all their favorite content on the biggest screen in their home,” said Eddy Cue, senior vice president of Internet Software and Services at Apple.
Commenting on the announcement, industry analyst Paolo Pescatore said: “Arguably it is a smart strategic move for both companies which underlines the need for companies to work more closely together. Samsung has made numerous failed moved in video services while Apple is still seeking to crack the TV landscape.”
Samsung is better placed than rivals to act as an aggregator given its broad distribution reach. For this reason, it will provide a much needed services revenue boost for Apple. Significantly the tie-up underlines the importance of scale. Furthermore, for Apple this suggests a change in focus on making its services available on rival platforms rather than tightly integrating it into its own devices, concluded Pescatore.