Apple brings iTunes Movies and TV shows, AirPlay to Samsung smart TVs | 4K/UltraHD | News | Rapid TV News
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With a rumoured new streaming service geared up for 2019, Apple has made a rare move by adding support for its TV and AirPlay services to a non-proprietary platform.

Samsung TV Airplay 7Jan2019Beginning spring 2019, Apple will begin to offer iTunes Movies and TV Shows and Apple AirPlay 2 support on select new Samsung smart TVs models, 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 and AirPlay 2 support will be available on Samsung smart TVs in 190 countries worldwide.

With AirPlay 2 support, Samsung customers will be able to play videos 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 Ultra HD and HD models. iTunes Movies and TV Shows will work with Samsung’s smart TV services, such as Universal Guide and the Bixby voice-activated search feature to create a consistent experience across Samsung’s platform.

“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,” commented Eddy Cue, senior vice president of internet software and services at Apple.

Added Won-Jin Lee, executive vice president, visual display business at Samsung Electronic: “We pride ourselves on working with top industry leaders to deliver the widest range of content services to our smart TV platform, bringing more content, value and open platform functionality to Samsung TV owners and Apple customers through iTunes and AirPlay is ideal for everyone.”

Commenting on the move, technology, media and telco analyst Paolo Pescatore said: “this is a fascinating move as both companies have struggled to make strides in services. 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.”