In a surprising move, biggest tech rivals Apple and Samsung signed a deal in which certain TV models from the Korean brand will soon support iTunes starting this year.

Samsung TVs from 2018 and 2019 will offer access to iTunes library and Store, thereby permitting owners to watch films and TV shows and to make purchases directly from their big screens. What's more, the TVs will allow AirPlay 2, which will allow customers to stream content from their Apple source.

Samsung said the iTunes Movie and TV Shows will be available to only 100 countries, while the AirPlay 2 in 190 countries — with the 2018 models coming after a firmware update and the 2019 units some time during spring this year. The feature will be available via a dedicated app.

Apple's Focus On Services

The shocking partnership has critics' eyebrows raised, with others noting that it was in Apple's efforts to focus on being service-centric even more. To be fair, Samsung and the Cupertino, California-based tech company had been on each other's neck for the longest time, and for this first-time-ever deal, it could ignite a barrage of other features that will be available on each other's products.

"Bringing more content, value and open platform functionality to Samsung TV owners and Apple customers through iTunes and AirPlay is ideal for everyone," said Samsung Electronics Service Business of Visual Display's Executive Vice President Won-Jin Lee.

iTunes On Samsung TVs A Prelude?

Others noted how Apple is thinking ahead of the game, with the iTunes Movies and TV Shows feature on Samsung TVs a lead-in to its soon-to-be streaming service that will be available in 100 countries, which is quite telling. This platform will be pretty much Netflix-esque, reportedly giving users access to unlimited content for just a month's subscription.

That's not all it's copying from Netflix as it is reported that Apple's streaming service is gearing toward creating its own contents, which is poised as Netflix Originals.