The move represents a concession from the United States company, which had previously encouraged iTunes users to buy its £179 Apple TV box as the best way to watch material purchased from its iTunes Store.
Apple's long-rumored TV streaming service isn't expected to launch until later this year, but in the meantime, Vizio and LG revealed that they're adding AirPlay 2 and HomeKit support to their 2019 TVs.
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.
Traditionally Apple does not even acknowledge CES let alone attend, but the iPhone maker is surprisingly present at the 2019 show.
Besides access to iTunes, the smart TVs will also feature AirPlay 2 support - allowing users to stream videos, photos and music from Apple devices. The former two of those three outsell the Apple TV on the United States market, and unless Apple plans to drop the price on their Apple TV, they'll want those customers to have easy access to their forthcoming streaming service. It's also likely that Apple will strike up similar deals with other video platform providers. At CES here, LG, Samsung, and Vizio all announced support for AirPlay 2 on their various smart TV platforms.
LG says the AirPlay 2 and HomeKit support will be part of its AI TV lineup in 2019.
Apple has always been highly protective of its ecosystem, which is a double-edged sword for consumers - it helps ensure things work smoothly across Apple devices, but locks them into Apple's services and devices. Apple and Samsung both declined to comment on whether Apple is paying any fees or a percentage of sales made on the televisions under the new deal.
In order to compete with Netflix and Amazon Prime's original content offerings, which have been around for a number of years, Apple will need as much reach as possible.
Last week, Apple CEO Tim Cook sent a letter to investors, warning them that Apple had to lower revenue guidance for its fiscal first quarter.
"You can even play music on the TV and sync it with other AirPlay 2-compatible speakers anywhere in your home".