Apple has announced a new partnership with Samsung, one of the iPhone makers' biggest rivals, to introduce Apple iTunes movies and TV shows to 2019 Samsung Smart TV models from 1Q19. Apple's AirPlay 2 will also be available as part of this deal.
With the new partnership Samsung users will be able to access their existing iTunes library or browse through the iTunes store with the new iTunes Movies and TV Shows app on their Samsung Smart TVs.
"We pride ourselves on working with top industry leaders to deliver the widest range of content services to our Smart TV platform," commented Won-Jin Lee, executive VP, service business of visual display at Samsung. "Bringing more content, value and open platform functionality to Samsung TV owners and Apple customers through iTunes and AirPlay is ideal for everyone."
The announcement may come as a surprise to some, given the two company's apparent fierce rivalry, particularly within the smartphone market. Samsung currently holds the place of the top selling smartphone provider in the world, while Apple's second place standing was usurped by Huawei in 2018.
However, this is not the first time the two companies have put aside their difference to work together. In 2016, Apple and Samsung reached another deal whereby Samsung would provide Apple with its OLED iPhone displays.