The high dynamic range format war appears to have taken a new turn, after a new update to the Apple TV app for Samsung TVs added new support for HDR10+.
Over the weekend there were several posts on social media and online forums from Samsung TV owners claiming that a new software revision had brought support for the HDR format.
According to FlatpanelsHD (opens in a new tab), dozens of users posted how many movie rentals from the Apple TV library like Top Gun: Maverick and popular Apple TV+ shows like Ted Lasso were now available to watch in HDR10+ on the app. while noticeable a great improvement in image quality.
The development comes after Apple unveiled an updated and cheaper third-generation Apple TV 4K streaming box last week, which includes HDR10+ support as one of its key new features.
Co-developed by Samsung along with 20th Century Fox and Panasonic and first announced in 2017, HDR10+ is a direct competitor to Dolby Vision.
Like rival Dolby, HDR10+ aims to deliver a wider color gamut over standard dynamic range (SDR) content, while allowing for higher contrast levels and significant brightness.
Crucially, unlike Dolby's proprietary standard, HDR10+ is royalty-free, meaning TV and set-top box makers don't have to pay licensing fees to include the feature in their products.
So far, the only major player in terms of streaming services to have provided significant support for HDR10+ has been Amazon Prime Video, with Disney Plus and Netflix in particular having notable reservations about the format… except even Amazon started to include content. from Dolby Vision. recently.
Analysis: Expect more streamers to follow after Apple
While the debate rages on about the pros and cons of the two HDR formats (to me Dolby Vision currently has an edge over HDR10+ thanks to better tone mapping), the truth is that there isn't a huge gap between DV and HDR10+ when It comes down to image quality.
What can't be argued is that Samsung's stance of continuing to support its own HDR format while stubbornly refusing to adopt the much better supported Dolby Vision has so far left Sammy owners struggling to display their TV at its best. , thanks to the lack of content available in HDR10+.
Apple providing additional support behind the format will be a boon to Samsung. It delivers the one-two punch of awarding HDR10+ accolades from a major third-party sponsor, while finally giving TV users a wealth of higher-quality HDR content through arguably the best online movie store for 4K HDR content.
It's not hard to see Apple's motivations for getting on the HDR10+ bus as well. Samsung remains the world's largest TV maker, and with the vast majority of 4K TVs from South Korean manufacturers made since 2016 supporting HDR10+, this gives Apple access to an HDR-hungry user base, as it looks to build a firmer foothold for its growing streaming service
The competition between streaming services to retain and add customers has never been greater. With Apple and Amazon Prime Video on board with HDR10+, the pressure is now mounting on Disney Plus and Netflix to do the same or fall out of favor with Samsung TV owners.
Maybe this average change will make all the difference if you're looking to buy a Black Friday TV deal this year...