Best of Enemies Beyond lawsuits, the companies have still long shared both a close partnership, with Apple relying on Samsung for components such as screens in the latest high-end iPhones, as well as fierce rivalry.
With today's announcements, it's clear that Airplay will be showing up in more places, starting with smart TVs.
Apple is working with "leading TV manufacturers" to bring AirPlay 2 integration to select smart TVs. All of Samsung's 2019 smart TVs will support iTunes Movies and TV Shows as well as Apple AirPlay 2. Last year's TV models will also be granted access via a firmware update. Coming with SmartCast 3.0, the capability will come to 2019 and 2018 models for free via over the air update. Users can also play music on the TV and sync it across AirPlay 2-compatible speakers. In another irony, the new iTunes app will seamlessly integrate with Samsung's Bixby voice-assistant and other Samsung services like its Universal Guide.
It'll be interesting to see how this plays out, given that Samsung smart TVs run on the company's own Tizen OS and will likely require a new iTunes app to be built for the platform from scratch.
Up until this week, it seemed as if Apple's upcoming original programming would be locked into its devices, such as the Apple TV. It will be the first television manufacturer to feature this service and indeed the first non-Apple product to include it.
And how could they? The app will appear in a carousel along with other services including Netflix, YouTube, and Amazon Prime Video.
The biggest players in the streaming media worlds, such as Hulu and Spotify, thrive thanks to their ubiquity.
Did you know we have a YouTube Channel? Considering that Apple does not have a large format display of its own, its about time that there is a way to do this without paying for extra and unnecessary hardware.
iTunes and AirPlay hitting Smart TVs is a baby step in expanding Apple's audience.
The company is also gearing up for a big push into TV, having signed big names such as Oprah Winfrey and commissioned shows including an adaptation of Isaac Asimov's Foundation series, although its full plans for the launch are unclear.