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Samsung unveils MicroLED TVs with 'endless possibilities'

09 January 2019

Voice assistant and home automation commands have been available on all three companies' smart TV platforms in various ways (Google Assistant and Amazon Alexa controls on LG and Vizio TVs, Bixby on Samsung), but again, Apple integration is a new feature.

Apple (AAPL) is not known for sharing.

After more than a year of amassing original content deals to fill out its upcoming streaming video service, Apple has potentially revealed a hint about how it will distribute to the masses. In 2003, Apple opened up iTunes to Windows PCs, which Apple co-founder Steve Jobs likened to "giving a glass of ice water to someone in hell". The two companies battled it out in court for years, with Apple accusing Samsung of ripping off its ideas and violating its patents.

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Artificial intelligence, ever larger and crisper display televisions, robots and the smart home are all expected to feature heavily among the latest gadgets showcased by companies from around the world.

Samsung and Apple do know how to work together in some areas, though.

Apple is working with multiple manufacturers to bring AirPlay 2 support to smart TVs, not just Samsung as reported yesterday. The support would allow users to wirelessly stream content from their Apple products to Samsung Smart TVs with much ease.

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According to the announcement, iTunes will be pre-loaded on Samsung's smart TVs launching this year, and a firmware update will bring the app to TVs from 2018.

"Apple services set new all-time records in multiple categories, including the App Store, Apple Music, Cloud Services, Apple Pay and the App Store's search ad business", it said.

Traditionally Apple have been very guarded about their playground and particularly not let others in their sandbox, but at CES Samsung have dropped the bombshell which gives them (in the short term at least) exclusive access to the iTunes based content outside of the Apple ecosystem. It now looks likely that Apple will finally launch its streaming video service at its Worldwide Developer Conference in June, if not before. A partnership with Samsung could help it get that service in front of more eyeballs, including people who might not own Apple phones or tablets.

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Samsung unveils MicroLED TVs with 'endless possibilities'