Apple and Samsung wipe slate clean with iTunes deal

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The app will allow users to access hundreds of thousands of movies and TV episodes, including 4K HDR content - either by using their existing iTunes library or by purchasing new content through the app. This is already possible with Apple TV and we presume that it is limited to video content that has been sent via Airplay – and perhaps the new iTunes app for TVs. 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.

And so, making iTunes available right from smart TVs makes a ton of sense, and the Samsung exclusivity is probably just the beginning of something much broader. The company has long prided itself on the tightly controlled universe of apps available on its devices. But they also represent Apple's growing reliance on service revenues as device sales level off.

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"Revenue outside of our iPhone business grew by nearly 19% year-over-year, including all-time record revenue from services, wearables and Mac, the chief executive, Tim Cook, wrote in a letter to shareholders".

Vizio has the most comprehensive range of models supporting AirPlay 2, including the P-Series Quantum series from 2018 and 2019. On Monday, LG said its latest sets will also support AirPlay, creating a larger base of products where users will be able to stream Apple content.

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As for HomeKit, its falling significantly behind the popularity of Google Assistant for the home and Amazon's Alexa. Samsung's smart TVs now run on the company's own Tizen operating system (OS), whereas smart TVs from Sony and LG run on Android TV and webOS, respectively.

The timing of Apple's new iTunes app coincides with the impending launch of a new Netflix-style streaming service that has reportedly cost the company over $1 billion to develop.

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However, the growth story for Apple may lie within its various services, of which subscription video could soon become a big contributor-especially if Apple continues showing a willingness to let its original shows and films live outside of the Apple device ecosystem.

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