In a first among TV manufacturers, Samsung has announced that its 2019 TVs will ship with an iTunes Movies and TV Shows app in over 100 countries as well as AirPlay 2 support in 190 countries. 2018 models will receive the same support via a firmware update.
With the Consumer Electronics Show in Las Vegas just around the corner, Samsung's US newsroom site issued a press release stating:
With the new iTunes Movies and TV Shows app on Samsung Smart TVs, Samsung customers can access their existing iTunes library and browse the iTunes Store to buy or rent from a selection of hundreds of thousands of movies and TV episodes — including the largest selection of 4K HDR movies. iTunes Movies and TV Shows will work seamlessly with Samsung’s Smart TV Services, such as Universal Guide, the New Bixby and Search, to create a consistent experience across Samsung’s platform.
With AirPlay 2 support, Samsung customers will be able to effortlessly play videos, photos, music, podcasts and more from Apple devices directly to Samsung Smart TVs, including QLED 4K and 8K TVs, The Frame and Serif lifestyle TVs, as well as other Samsung UHD and HD models.
The press release also reports Apple's Eddy Cue as saying:
We look forward to bringing the iTunes and AirPlay 2 experience to even more customers around the world through Samsung Smart TVs, so iPhone, iPad and Mac users have yet another way to enjoy all their favorite content on the biggest screen in their home.
Apple's partnership with Samsung, one of the largest global TV manufacturers, is particularly notable given Apple's efforts to amass a stable of original content for a long-rumored video streaming service. By making existing and future content available directly within Samsung's Smart TV system and providing a means for iOS device and Mac owners to easily play content on Samsung TVs, Apple greatly expands the potential viewership for the content it offers.