"We look forward to bringing the iTunes and AirPlay 2 experience to even more customers around the world through Samsung Smart TV", Cue said.
The adoption of the iTunes library of movies and TV shows gives Samsung TV users a new content delivery source, but most importantly, it gives Apple unprecedented access to a userbase of potential new customers for its service. All this content will be integrated into Samsung's search feature, including the Bixby voice search functionality. 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. Apple's Airplay 2, the wireless media sharing tool for casting video, images and sound, has gotten support in a growing collection of TVs from major manufacturers.
However, getting a foothold on third-party devices could also help Apple to further grow its services business. HomeKit enables Apple users to control compatible TVs with Siri, and to integrate the TVs with other HomeKit devices to program activities. This could be a precursor to Apple's much-talked-about family-friendly video streaming service that's supposed to rival Netflix.
In addition, SmartCast 3.0 features Vizio WatchFree a free streaming service that provides live news, sports, movies, TV shows, viral videos and concerts.
Samsung confirmed that its 4K and 8K QLED TVs and The Frame and Serif TVs will get AirPlay 2 support, along with an unspecified selection of other 4K and 1080p smart TVs.
Apple wasn't kidding when it said that AirPlay 2 was coming to more devices with VIZIO now joining the bandwagon set in motion by Samsung.
With AirPlay 2 integration, smart TVs will become a HomeKit accessory and can be controlled via the Home app on iOS.