By Andy Fry

Korean smart TV manufacturer LG Electronics (LG) has added the Apple TV app, Apple Music, AirPlay and HomeKit to its webOS Hub in over 100 countries and regions. Through this move, says the firm, “compatible TVs now offer an easier, more versatile smart TV experience thanks to a diverse selection of content and features”.

Apple services have been accessible via LG’s own smart TV for some time, but making them available via LG’s webOS Hub means they will now feature via a broad line up of TV manufacturers that utilise the system. According to LG, this pool consists of 200 partners including Seiki, Eko, Stream System, Konka, Aiwa and Hyundai. LG says it is now positioned “to deliver on its promise of pioneering streamlined content viewing experiences for millions of people around the globe. By offering customisation options to smart TV manufacturers and giving more convenience and choice to customers, 10 times as many brands are now available on webOS Hub than in early 2021.”

Strategically, the partnership is important for both sides. From LG’s perspective, increasing the appeal of webOS continues its shift away from being a hardware company – making it more akin to a platform. This is similar to the approach Samsung is taking with the roll out of its Tizen operating system around the world.

As for Apple, the move could put its range of services on lower-priced TV sets in more than 100 countries. This will widen the consumer universe it is able to engage with.

The Apple TV app provides access to Apple TV+, which is currently spending around $6 billion a year on content. Top titles include Severance and Black Bird.