Beginning this Spring, Samsung's 2018 and 2019 model TVs will offer access to Apple iTunes services, marking the first time the Cupertino company has partnered with a TV manufacturer for iTunes integration.
Owners of compatible Samsung TVs will be able to buy and rent iTunes content directly from their TVs, including 4K HDR content, through the dedicated iTunes Movies and TV Shows app. There will be seamless access through Samsung Smart TV services, like Universal Guide, the new Bixby, and Search. AirPlay 2 support will also be included, offering easy streaming from a mobile device to a compatible Samsung smart TV.
Eddy Cue, Senior Vice President of Internet Software and Services at Apple, said the company "looks 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."
Once available, the function will be included with the latest model TVs, and work via a software update for 2018 model TVs already in homes.
In addition to the existing content on iTunes, Apple has reportedly been working on expanding its roster of original TV programming. With this partnership, Apple could become a serious force to be reckoned with in video streaming.