New Samsung iTunes App Gives Smart TVs Access to Apple Library

New Samsung iTunes App Gives Smart TVs Access to Apple Library

New Samsung iTunes App Gives Smart TVs Access to Apple Library

Although Apple doesn't specifically mention offering original programming through its iTunes app on Samsung TVs, it stands to reason that it would use the partnership to expand the potential audience for its streaming service.

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. Now, users will be able to log into their iTunes accounts and play movies and shows directly from their Samsung Smart TV, without needing a dedicated Apple device.

Samsung suggested that they'd be bringing iTunes Movies and iTunes TV Shows and Apple AirPlay 2 support specifically on 2019 Samsung Smart TV models - starting this spring. However, what's most interesting here is the fact that Vizio's SmartCast TVs will add support for HomeKit. Observers have long wondered how Apple planned to extend the reach of a video service beyond the relatively small number of Apple TV owners. Instead of creating its own TV, Apple has made a decision to forge partnerships with established, popular TV makers, with Samsung, LG and Vizio all set to support Apple features later this year.

Technology and media analyst, Paolo Pecatore, described the deal as a "smart strategic move for both companies" - one that highlights the importance of working together to achieve scale. In 2003, Apple opened up iTunes to Windows PCs, which Apple co-founder Steve Jobs likened to "giving a glass of ice water to someone in hell". The Korean giant will have AirPlay support on its smart TVs, frame and serif lifestyle TVs, and other UHD and HD models.

Traditionally Apple does not even acknowledge CES let alone attend, but the iPhone maker is surprisingly present at the 2019 show. A year earlier, Apple finally allowed the Prime Video app on Apple TV. The division - which also houses the App Store and Apple Pay, as well as Apple Music and iCloud subscriptions - brought in $10 billion in revenue last quarter. But they also represent Apple's growing reliance on service revenues as device sales level off.

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