This week I purchased a new Samsung 4K Smart TV that includes Apple’s AirPlay 2 and Apple TV app.
When purchasing my tv I thought I was only going to get the ability to stream content from my Apple devices to the TV, nifty I thought, however upon turning on the TV I noticed there was also the Apple TV app, an unexpected inclusion. This app is essentially an Apple TV device minus the ability to install apps from the App Store, for obvious reasons.
Yesterday I decided to check out how renting a movie might go, all went just as it might on my physical Apple TV devices except entry of my password was far slower. Apple did send a confirmation email that the rental was conducted by me, though I believe this is done anytime you do that on a new device. At one point there was a slight pause when playing Downton Abbey, however for the remainder of the movie all played perfectly.
With this experience in mind, it beggars the question, given this app is now appearing on new and recent release televisions, will Apple continue to produce the physical Apple TV device into the future? Are they collecting a fee per TV device from vendors whilst also potentially greatly increasing their user base? I look forward to watching this space.