Samsung partners with Apple to boost smart TV

Tech giant unveils world's first 75-inch MicroLED TV

By Baek Byung-yeul

LAS VEGAS ― Users of Samsung Electronics' TV will be able to access to Apple's iTunes app and use AirPlay 2 streaming service, bringing hundreds of thousands of movies and TV shows to the screen, the Korean tech firm said Monday.

Samsung said it inked a partnership with Apple ahead of the beginning of the Consumer Electronics Show (CES), scheduled to be held in Las Vegas from Tuesday to Friday.

The move came as a surprise as the two firms has continued to vie for dominance in the smartphone business.

The partnership is expected to benefit both Samsung and Apple as the former can take the lead in the smart TV market. For Apple, which is reportedly launching its own Netflix-like video streaming service soon, it will also help the firm to expand its iTunes ecosystem.

Samsung said the announcement is the result of its “open partnership strategy” in a bid to offer consumers a better user experience.

“Samsung has pursued an open partnership with other firms regardless of differences in operating systems or products from a consumer's perspective,” said Lee Won-jin, executive vice president of Samsung's visual display business unit.

“The partnership with Apple is an example of the strategy and we hope users of Samsung TV and iOS devices can have more convenient experiences,” Lee added.

With Apple's iTunes Movies and TV Shows app on Samsung TVs, Samsung customers can access their existing iTunes library and browse the iTunes Store to buy or rent movies and dramas.

Samsung said its 2019 TV models will have a built-in Apple iTunes app and the 2018 TVs will also be made available through a firmware update.

Also, Samsung customers can use the AirPlay 2 feature to play videos, photos, music and podcasts from Apple devices directly to their TVs. The firm said the iTunes app on Samsung TV will be used in more than 100 countries and 190 countries for AirPlay 2 feature.

While iTunes has been available on Apple devices including its streaming box Apple TV, Samsung said this is the first time the iTunes app has become accessible outside of Apple devices.

“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 SVP Eddy Cue said in the announcement.

75-inch MicroLED TV unveiled

Samsung also unveiled 75-inch MicroLED TVs aiming to expand its reach into the premium home cinema market.

In the 2018 CES fair, Samsung wowed early adopters and display firms across the world after unveiling a 146-inch MicroLED TV called The Wall. While the 146-inch TVs have been mainly sold to business clients, the firm said the 75-inch TV will be suitable for theater.

Han Jong-hee, president of Samsung's visual display business unit, said MicroLED TVs will become a future display technology.

“The size of the 75-inch MicroLED screen is one-fourth of that of the 146-inch The Wall and the size of the LED chips is one-15th. This advancement in technology will soon enable all screens from small devices to ultra-large devices to be replaced by Micro LED,” Han said during a press conference at the Aria Hotel.

MicroLED TVs are modular, with screens built of conjoined smaller panels. Millions of microscopic LED chips can emit core base colors such as red, green and blue lights. With this technology, MicroLED TVs has flexibility in size.

“Not only that, but Micro LED has opened up the infinite expansion of the screen by adopting modular technology. If we add new modules to this 75-inch screen, the screen size can be scaled up to 80 to 90-inches and even larger with no limits. Also, resolution can be increased from 4K to 5K, 6.5K, 10K and even to infinite resolution,” Had added.