Technology: Apple just signed a deal with its former top rival, Samsung, showing how the company's changing - PressFrom - US
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TechnologyApple just signed a deal with its former top rival, Samsung, showing how the company's changing

07:20  07 january  2019
07:20  07 january  2019 Source:   cnbc.com

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The announcement shows how much Apple is changing , and how it ' s working closer with one-time rivals to bring its services to more people. Samsung and Apple have a weird history. For most of this decade, the two companies have been the top two smartphone makers in the world by market share

On the same day, Samsung , a rival smartphone-maker, held a lower-key event in Seoul. Koh Dong-jin, president of Samsung Electronics’ mobile business Last year Apple seized share in premium phones when Samsung struggled with its Galaxy Note 7; its batteries had a habit of overheating

Apple just signed a deal with its former top rival, Samsung, showing how the company's changing© Provided by CNBC LLC iTunes running on a Samsung TV Apple announced a partnership with Samsung, one of its fiercest rivals, on Sunday morning. Soon, customers who owns select Samsung smart TVs will be able to access iTunes movie and TV content. AirPlay 2 support will let iPhone and iPad owners send content from their screens to the TVs, too.

The announcement shows how much Apple is changing, and how it's working closer with one-time rivals to bring its services to more people.

Samsung and Apple have a weird history.

For most of this decade, the two companies have been the top two smartphone makers in the world by market share, with Samsung usually on top. (Recently, Huawei usurped Apple's number-two spot). The two companies battled it out in court for years, with Apple accusing Samsung of ripping off its ideas and violating its patents. Most of those battles have been settled.

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New Samsung smartphone series called ‘Rize’ might be on the way We've reported in depth at this point that Samsung remains the top global smartphone maker in the world as ranked by shipments, though its numbers have been dropping. 

How Samsung won and then lost the smartphone war. Just like Apple poked fun at Microsoft with its "I'm a Mac" campaign in the 2000 s , Samsung ' s goal was to tap into the same strategy Still, the company may always look back longingly on those brief years when it went head-to-head with Apple .

Good for Apple , but even better for Samsung , which stands to make a fortune from supplying its rival . The idea of Apple and Samsung in all-out war for smartphone supremacy has always been a flawed one for one central reason: If this were a true fight to the death, one side wouldn't perpetually

At the same time, Samsung also provides Apple with key components, such as screens and other hardware, for devices including the iPhone and iPad.

For the last couple years, Apple has been placing more importance on its services business, which continues to grow while iPhone sales plateau. Apple CEO Tim Cook said last week in his revised outlook that services generated $10.8 billion in fiscal Q1 and that Apple plans to double the size of its service business from 2016 to 2020.

"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," said Eddy Cue, senior vice president of Internet Software and Services at Apple, in a press release announcing the deal.

Apple hasn't announced it yet, but it's largely expected to launch a TV service that combines free and paid content later this year. 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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