Samsung Electronics has announced that it will offer iTunes movies and television shows and Apple AirPlay 2 support on 2019 Samsung smart TV models in the coming months.
The tech rivals announced the surprise deal, calling it "an industry first", which will see new iTunes movies and TV Shows app 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 and the South Korean company said that support on 2018 Samsung smart TVs will be made available via a firmware update.
"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 favourite content on the biggest screen in their home," said Eddy Cue, senior VP of Internet software and services at Apple.
The deal is seen by many as the latest part of an ongoing strategy shift for Apple which is leaning more on its services segment for growth, as the global smart phone market becomes increasingly saturated and iPhone demand slows.
"We pride ourselves on working with top industry leaders to deliver the widest range of content services to our Smart TV platform," Won-Jin Lee, executive VP of service business of visual display at Samsung Electronics said in a statement.
"Bringing more content, value and open platform functionality to Samsung TV owners and Apple customers through iTunes and AirPlay is ideal for everyone."
Samsung said that with AirPlay 2 support, customers will be able to effortlessly 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.
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