This is interesting and a strong indication of how Apple sees its future in television. By allowing iTunes directly on a Samsung TV, they essentially remove the last remaining big selling point of the Apple TV box (at least for anyone who has a Samsung telly). Feels clear to me that Apple has decided to be on as many platforms as possible, and let the content do the money-making, not the hardware. From The Verge:
Commenting on the announcement, Apple’s senior vice president of Internet Software and Services, Eddy Cue said, “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.”
It’s a much tougher game to play. The margins are smaller, and right now, Apple doesn’t have a whole lot of its own content.