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Samsung Electronics (005930.KS) said Sunday that it will add an application to its smart TV in the coming months to allow users to watch content purchased from Apple's (AAPL.O) iTunes service. This may be a preliminary sign that Apple is seeking to provide television services through other company devices.
The agreement is part of Apple's strategic adjustment. Apple is facing a downturn in hardware sales in China and saturation in the global smartphone market, which has hit its main business. Users spend more time using old-fashioned iPhones than ever before.

As a result, Apple is increasingly relying on services, including iCloud storage and music, services and movie content.

Apple has announced several original TV content agreements, including upcoming programs in partnership with Oprah Winfrey, but has yet to say how it plans to release the content or when it will launch its own TV service.
The agreement with Samsung could be a step towards using other company devices to publish content. Apple has produced Apple TV devices that can be connected to televisions, but not televisions.
According to the agreement announced on Sunday, Samsung Electronics will add an application to its TV that allows users to browse and broadcast existing iTunes movies and TV programs, buy or rent new content. Samsung Electronics also said it would add Apple's AirPlay 2 software to allow iPhone users to put content on Samsung TV.

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