Why Apple decided to bury the past and reconcile Samsung?

Apple has decided it will allow its iTunes application to work on Samsung TVs, in a rare shift from a US company that has long refused to put its programs on other companies' devices.

This means that the movies and TV shows purchased through iTunes will be available to the Korean company's smart TV owners.

But what does this change in Apple's policy mean? Is iTunes worth changing the company for its strategy for years? But is it worth the company's cooperation with its direct competitor in the field of smart phones?

Netflix is the reason
Netflix's success in changing the way the programs are presented and the content of its production has enticed many companies, such as Amazon, to follow their footsteps and issue their own versions of broadcast services on demand.

Apple announced at its annual conference in October that it intends to launch the service in the first half of this year.

The company has set aside $ 1 billion to launch the service, hiring stars such as Oprah Winfrey to make episodes at the launch. She also contracted production companies to create 20 special programs at the start.

The iTunes application was designed to run on Apple devices only, such as Macs, iPhones and iPads, as well as its much-relied Apple TV.

Apple TV is not really a television, but a small square-shaped device that works as an Internet connector on older TVs so users can experience many applications on it. Apple has sold 25 million units since its launch in 2007.

But with smart TVs connected to the Internet and various applications, what is driving the public to buy Apple's $ 70 TV - more expensive than the Amazon FireStack, which sells for $ 55 - to watch the programs and turn on the broadcast on demand?

It seems that Apple does not want its new project to be linked to Apple TV only in a way that may reduce the chances of success against the fierce competition by two devices Netflix and Amazon, who work on various devices without the need for special devices to provide the service.

Why Samsung?
Samsung is one of the largest manufacturers of televisions around the world, with a 20% share over 2018. It is also the first to introduce LED displays in the industry, followed by Cauld's technology.

By partnering with Samsung to add iTunes on its TVs, Apple will ensure continuity of the broadcast service and reach more viewers.

IPhone Apple iPhone
The pessimistic predictions of a decline in sales of the iPhone, the company's crown jewel, were the straw that broke Apple's back and forced it to change its policy toward opening the door to download its programs on its competitors' devices.

The company lost about $ 57 billion worth of shares after announcing a slowdown in sales of its smartphone.

Apple now seems to be counting on profit from services more than relying on phone sales, and is ready to sacrifice its strategy to achieve that goal.

The service that the company plans to launch can revive the handset or tablet market again when users find that these services work better on these devices.

But the lesson to be learned by users is that these big companies do not hesitate to change their strategy according to their interests, and it does not hurt them to ally themselves with their worst enemies if this is in their interest.