After years of resistance, Netflix has finally decided to play nice with Apple TV, allowing users to link their accounts and access content directly within the Apple TV app. The move marks a significant shift in the streaming service's stance, which had previously refused to integrate with third-party platforms.

The integration, which is currently rolling out to some Apple TV 4K users in the US, enables users to add certain Netflix originals, such as Squid Game and Stranger Things, to their Apple TV app watchlist. The shows will also appear in the Continue Watching section, allowing users to pick up where they left off. While the entire Netflix catalog is not yet available, this development signals a major breakthrough in the longstanding impasse between Netflix and Apple TV.

The Verge has verified that Netflix is now listed as a participating service within the Apple TV app, alongside other supported apps. However, Apple's website has yet to reflect this update, suggesting that the rollout is still in progress. Neither Apple nor Netflix has officially announced the integration, leaving many details unclear.

This development is significant because it marks a departure from Netflix's traditional stance on content aggregation. The streaming service had long refused to integrate with third-party platforms, citing a preference for users to watch content within its own service. This stance was reiterated by Netflix co-founder Reed Hastings in 2018, who stated that the company wouldn't integrate with the Apple TV platform.

Netflix's reluctance to integrate with Apple TV was also motivated by its desire to avoid paying Apple's fees for in-app subscriptions. However, Apple later softened its rules, allowing developers to directly link to their own sign-up websites outside the App Store. Despite this, Netflix remained steadfast in its refusal to integrate.

The implications of this integration are far-reaching. Apple's universal watchlist feature, which allows users to keep track of content across multiple streaming services, is now more comprehensive than ever. This could lead to increased user engagement and a more seamless viewing experience. The move may also put pressure on other streaming services to follow suit, potentially reshaping the competitive landscape of the streaming industry.

As the streaming wars continue to intensify, this development could have significant repercussions for both Apple and Netflix. While the exact terms of the integration remain unclear, one thing is certain – Netflix's decision to support the Apple TV app marks a major shift in its strategy, one that could have lasting implications for the streaming industry as a whole.