This includes access to a large selection of 4K HDR movies in the iTunes store although, unlike the Apple TV 4K set-top box, Samsung televisions do not support the Dolby Vision advanced HDR format.
The deal will finally let consumers watch Apple content without the need to own any Apple devices.
This is the first time Apple has opened up its closely-guarded walled garden and allowed third-party home entertainment devices to access iTunes video content. It now looks likely that Apple will finally launch its streaming video service at its Worldwide Developer Conference in June, if not before.
The Samsung iTunes deal follows on from the recent partnership with Amazon to bring Apple Music streaming to Amazon’s Echo smart speakers.
Meanwhile, AirPlay 2 will come to Samsung televisions in 190 countries, letting users stream music and video from iPhones, iPads and iTunes running on a desktop computer. Along with streaming Apple content, AirPlay 2 also supports streaming from third-party services along with screen mirroring.
iTunes and AirPlay 2 will also come to 2018-model Samsung smart TVs, via a firmware update.
Those that want Apple’s Siri smart assistant on their televisions will still require an Apple TV set-top box, although iTunes on Samsung televisions will work with Samsung’s Bixby smart assistant.
The Samsung announcement comes as Apple ramps up its plans for original video content to compete with the likes of Netflix and Amazon, as well as new streaming players like Disney. Apple struck a number of high-profile content deals last year and hired several Hollywood studio executives, plus it plans to spend more than $1 billion on original content.
The introduction of AirPlay 2 support for smart TVs also comes amid rumours that Apple might unveil a low-cost Chromecast-style HDMI dongle for streaming video to televisions, rather than requiring a more expensive Apple TV set-top box.
The author travelled to Las Vegas as a guest of LG.