Apple and Samsung team up on iTunes for Samsung 2019 TVs

In an announcement that hardly seemed possible just a few years ago, Samsung has announced that it is partnering with Apple to debut a new iTunes app on its 2019 range of smart TVs. Not only will customers be able to view iTunes movies and TV shows on Samsung TVs, but the partnership also brings AirPlay 2 support to Samsung’s TVs as well. This will allow iPhone and iPad owners to stream their content directly to a Samsung TV without it needing to be plugged in to an Apple TV device (or directly via an HDMI cable).

“Bringing more content, value and open platform functionality to Samsung TV owners and Apple customers through iTunes and AirPlay is ideal for everyone,” said Won-Jin Lee, Executive Vice President, Service Business of Visual Display at Samsung. "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,” added Eddy Cue, senior vice president of Internet Software and Services at Apple.

The new arrangement will bring iTunes movie and TV content to customers in over 100 countries while over 190 countries will also enjoy the benefits of AirPlay 2 support built in. In another irony, the new iTunes app will seamlessly integrate with Samsung’s Bixby voice-assistant and other Samsung services like its Universal Guide.

With Apple recently pointing publicly to its booming services division as an area of growth within the company, the move to open up its iTunes platform is a step towards further expanding the iTunes audience. The deal also signals that “peak iPhone” is very real and that Apple is looking for ways in which it can supplement its revenue in the face of a declining iPhone market.

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