They may be fiercely competing against each other in the consumer devices’ universe, they are ferociously battling each other out in multiple court battles, but looks like consumers have the power to make even competitors, collaborate.

The love-hate relationship described above is between Apple and Samsung and the collaboration being talked about is a fresh announcement from the latter.

The South Korean consumer electronics’ giant has now announced, that it will start providing support for iTunes and Airplay 2 for the full range of Samsung smart TVs, beginning Spring 2019. Support on 2018 Samsung Smart TVs will be made available via firmware update. In what will be a clear first, a new iTunes Movies and TV Shows app will debut only on Samsung Smart TVs in more than 100 countries. AirPlay 2 support will be available on Samsung Smart TVs in 190 countries worldwide.

Bringing more content, value and open platform functionality to Samsung TV owners and Apple customers through iTunes and AirPlay is ideal for everyone.

said Won-Jin Lee, Executive Vice President, Service Business of Visual Display at Samsung Electronics

Another interesting part of this collaboration is the fact that this new iTunes Movies and TV app will also work with Samsung’s AI powered assistant, Bixby. The company has mentioned, that iTunes Movies and TV Shows will work seamlessly with the company’s Smart TV Services, such as Universal Guide, the New Bixby and Search, “to create a consistent experience across platform”.

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