Following in the footsteps of arch rival Samsung, Sony has launched a great feature designed to bring more content into your living room. The Japanese company launches the popular Apple TV app across a number of its TVs, and this not only means that owners can watch all their iTunes purchases and rentals, in addition to streaming all the latest movie sets and exclusive movies from the Apple TV + subscription service.

Netflix wannabe was launched this past year and includes shows like The Morning Show, See, Defending Jacob, and Ted Lasso, as well as movies like Greyhound, The Banker, Boys State, and Beastie Boys Story. For those who purchased an iPhone in the past twelve months, Apple is offering a one-year subscription to TV +. For the rest of us, it costs £ 4.99 a month.

So far, those who want to set the Apple TV app on Sony TV will need a separate streaming device, such as an Apple TV Box or Fire TV Stick, but now you can cast everything directly to the home screen without the need for any additional accessories.

This means that some Sony smart TV owners can now instantly browse the Apple TV app to buy or rent over 100,000 movies and TV shows, including titles available in 4K HDR and with Dolby Atmos. There are also personalized, curated recommendations, and as mentioned earlier, you have full access to your library of past purchases from Apple.

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Sony says the Apple TV app will start appearing in Europe today on Sony’s XH90 series via software update.

Interestingly, since Sony uses Android TV to power its smart TVs – Apple has clearly designed its video-on-demand app to work with the OS developed by Google. However, the Apple TV app will not be available to download from the Google Play Store on your phone. Instead, as mentioned above, it will arrive in a bundle software update.

Since the Apple TV clearly works with the Android TV OS (Samsung TVs use the Tizen OS of the South Korean company), it is possible to see the app in the Play Store and it is available on other Android TV devices, such as those from Philips, Hisense, and others. Not only that, but it may also mean that Nividia Shield and Chromecast together with Google TV owners can add the Apple TV app to their home screen as well.

There is no information on this completely happening yet, but the fingers can overtake its competitors Apple and Google and they can resolve their differences and have this app on the Play Store of all smartphone manufacturers.

The Apple TV app will then be launched on select 2018 Sony TV models and most 2019 and 2020 models by the end of the year.

“With Apple TV +, we bring completely original stories from the best, brightest and creative minds, and we know viewers will find their new favorite show or movie on our service,” said Zack Van Amburg, Apple’s Head of Global Video. Each Apple TV + original offers its own unique story, fresh perspective, and powerful message – all aimed at entertaining, communicating and inspiring cultural conversations. “

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Besides the Apple TV app, it’s also worth remembering that some select Sony TVs also support AirPlay 2 and HomeKit allowing Apple users to easily play videos and other content from their iPhone, iPad, or Mac devices directly to their smart TV.

HomeKit allows customers to easily and securely control Sony smart TVs using the Home app or by asking Siri on their Apple device.