• by P.J. Bednarski  @pjbtweet, January 8, 2019

The Apple “walled garden” approach to technology in the past has meant that to access Apple content like iTunes, you had to use an Apple device.

That’s changing. At the Consumer Electronics Show in Las Vegas, Samsung announced it will offer iTunes Movies and TV shows.

And in a much broader arrangement, Apple AirPlay 2 technology will be available for TVs from Samsung, LG and Vizio. That will enable Apple iPhone, iPad and Mac users to stream audio and video on those TV set brands. Previously, you needed an Apple TV unit to do that.

Analysts speculate Apple is installing some gates in that walled garden as a way to perk up its current market woes, that, by this afternoon alone, have shaved $1.25 off its share price.

For years, Apple has talked about starting its own online programming service, like Netflix or Amazon. Still, the tech giant would need a far bigger base of hooked-up TVs than its Apple TV box can offer. And as more people choose streaming services — and new TVs that come equipped with them — Apple may feel it’s now or never.

Apple previously made similar arrangements with Sonos and Bose to use AirPlay2 in their speakers.

And now, uses can stream Apple via Amazon’s Alexa Echo units, another example of Apple’s new open-for-business strategy.

“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,” stated Eddy Cue, Apple’s senior vice president of Internet software and services.

The moves are part of a larger effort by Apple to pump up its Home Kit, which helps consumers control lots of smart products — from light switches to door locks — from one central device. On its products page, Apple imagines,  “With AirPlay 2 and HomeKit, you can use Siri on your iPhone to send a video to your TV. Better yet, ask Siri to play a specific show in a specific room.”