The companies hope to get TV makers on the same page for apps, encouraging developers to actually start making some.
Apple and Android products have a distinct advantage over those TVs with a proprietary operating system – there's a massive library of apps available. That gives consumers more choices and results in a larger base of customers. That larger customer base results in developers choosing Android or iOS instead of going to say, LG's own custom system.
LG and Philips are trying to unite manufacturers with their new Smart TV Alliance, and says that other Japanese TV makers are signing on already. The second version of the software development kit is on the way, and the company is hoping for big things in the future.