Apple and Samsung team up on iTunes for Samsung 2019 TVs

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And similar to Vizio, LG at CES earlier today also announced a new partnership with Apple that will see support for AirPlay 2 and HomeKit on its 2019 line of smart TVs.

In a move that marks a shift in Apple's business model, the Cupertino firm has made a decision to play nice with rival Samsung and offer iTunes support on the latter's 2019 smart TV range.

The move means that films and TV shows bought through iTunes will be available to owners of the Korean company's smart televisions.

Samsung and Apple have always been competitors in the smartphone market and what makes the move even more significant is the fact it's the first time Apple has allowed third-party devices, other than Windows PCs, to access its video library. 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. Along with streaming Apple content, AirPlay 2 also supports streaming from third-party services along with screen mirroring.

Coming in as a software update in the second quarter of 2019, AirPlay 2 will allow iOS and Mac users to instantly beam images, videos, and any other content onto one's television instantly.

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After the beta, Vizio will launch SmartCast 3.0 via an over-the-air update to both new and existing SmartCast TVs and displays in Q2 of 2019. Apple makes it easy to share everything from family photos to streaming video from HBO and other services.

On top of that, Samsung will also support AirPlay 2 for their Smart TVs in 190 countries worldwide.

Apple and Samsung were at war for about seven years over smartphone patents, with Apple accusing its rival of copying the iPhone's design. Amazon allows Prime Video shows to stream everywhere from its Fire sticks to the Roku and Smart TVs of the world.

For Samsung there is the real risk that consumers who download the Apple app or log in to their Samsung TV to get content Apple content are suddenly exposed to Apple and other Apple products.

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