The Apple TV app can now be added to a number of Sony television models in New Zealand, allowing users to stream direct anything they've purchased from iTunes as well as content from Apple TV Plus.
It means people with the TVs won't have to pay for the Apple TV set-top box - which retails for around $300 in Aotearoa for the 4K, 32GB version.
Sony is following competitors Samsung, LG and Vizio, which already allow the Apple TV app on select TV models.
The Apple TV app began rolling out this week in New Zealand on Sony's X9000H series TVs via a software update.
As well as streaming Apple TV Plus - a rival to services like Netflix and Neon - the app offers films for hire, including some titles in 4K HDR with Dolby Atmos, and subscriptions to Apple TV channels like Tastemade and Mubi.
The addition of the app follows select Sony TVs adding AirPlay 2 support that - like Google's Chromecast functionality - lets you cast audio and video to a TV from your iPhone, iPad or Mac.
The Apple TV app will launch on Sony TV models including Z8H, A8H, X95H, X80H, Z9G, A9G, X95G, X85G, Z9F and A9F during December, but the firmware is already available via download from sony.co.nz to manually update for people who want to.