https://www.cnet.com/news/at-ces-2019-apple-finally-sets-itunes-airplay-loose-through-samsung-lg-vizio-partnerships/

"Apple is starting to think more cross-platform and cross-device for its services, which is definitely a good thing," Technalysis Research analyst Bob O'Donnell said.

Faced with slowing iPhone sales, Apple has to find a new way to make money, and expanding services is one of its biggest bets. That includes the rumored launch of a new video streaming service in early 2019. Over the past year, Apple has deployed a $1 billion budget to develop content from high-profile film and television stars, including Oprah Winfrey, Reese Witherspoon, M. Night Shyamalan and Steven Spielberg. The company has hired two top executives from Sony Pictures Television to lead the effort.