Apple and Samsung sign deal to combine some of their services

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The move represents a concession from the U.S. company, which had previously encouraged iTunes users to buy its £179 Apple TV box as the best way to watch material purchased from its iTunes Store. Both LG and Vizio will include AirPlay 2 support in their upcoming smart TVs, meaning Apple customers will be able to play content from their Apple devices on LG and Vizio big screens. With this, the user can take advantage to expand any size they desire, even at an irregular 9x3, 1x7 or 5x1 screen sizes.

And similar to Vizio, LG at CES earlier today also announced a new partnership with Apple that will see support for AirPlay 2 and HomeKit on its 2019 line of smart TVs.

The news follows an unexpected profit warning from Apple, which blamed a slowdown in China for a $5bn (£4bn) reduction in the company's expected revenue, as worldwide predictions show customers are likely to purchase fewer iPhones, Macs and iPads than previous estimates had suggested. The former two of those three outsell the Apple TV on the U.S. market, and unless Apple plans to drop the price on their Apple TV, they'll want those customers to have easy access to their forthcoming streaming service. This means users will be able to rent or buy films and shows through Apple on Samsung TVs without needing an additional Apple TV set top box.

Control Your TV with Siri: Perhaps the most interesting feature is the ability to use Siri on your iPhone to send video to your TV.

Apple Inc. and Samsung Electronics Co. announced a deal that only recently would have seemed unthinkable: The iPhone maker will begin offering iTunes movies and TV shows on its arch rival's TV sets.

The Samsung deal is the second time in recent months in which Apple has made a pact with another technology company to land its services on their devices. In November a year ago, the firm announced that its Apple Music streaming service was being made available on Amazon Echo smart speakers, even though the California-headquartered firm also sells a similar device, the HomePod. Although service revenues for Apple reached an all-time high of $10 billion during the fourth quarter, most of Apple's revenue still comes from device sales. The app will appear in a carousel along with other services including Netflix, YouTube, and Amazon Prime Video.