In anticipation of Apple’s streaming service being rolled-out later this year, Samsung will soon allow iTunes content to be accessed on its Smart TVs. With the new “iTunes Movies and TV” app, Samsung Smart TV users will be able to watch iTunes TV shows and movies and have access to Apple’s AirPlay 2 connectivity on their devices.
Eddy Cue, Apple’s Senior Vice President of Internet Software and Services, announced, “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.”
Prior to the release of Apple’s streaming service, the new app will allow Samsung Smart TV users to rent and make purchases from iTunes’ library, including its extensive 4K HDR offerings. In addition, Samsung Smart TV features like Bixby, the Universal Guide, and Search will have iTunes compatibility.
Also, the new AirPlay 2 integration will allow users to stream different forms of media on their Samsung Smart TVs through Apple devices, such as iPhones, iPads, and MacBooks.
Though the iTunes movies and TV shows could already be accessed on streaming media devices like Apple TV, Roku and Fire TV and third-party applications like Movies Anywhere, the move makes Samsung the first TV manufacturing company to have access to iTunes’ library.
Over the past few years, Apple has taken similar actions to grow their footprint in living rooms. For instance, they expanded Apple Music’s accessibility to Android devices in 2015 and recently to Echo speakers in late 2018. Such integration with competitor devices is likely attributed to Apple TV’s limited market share in the media streaming market.
In an announcement, Samsung says we can expect these changes to be part of a software update in the spring.
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