Samsung has announced that its new smart TVs will feature an app for Apple's iTunes.

While iTunes has long been available on computers, it has otherwise been restricted to Apple's own smart devices such as the Apple TV, iPhone and iPad.

However, Samsung - a key rival to Apple in the smartphone and table market - has said its 2019 smart TV models will allow access to iTunes movies and TV shows.

Announcing the 'industry first', the South Korean company said the move is part of its efforts to "deliver more entertainment options, value and open platform functionality".

The app will be available in more than 100 countries from spring.

The new models of TV will also support Apple's AirPlay 2 - the company's wireless streaming technology which allows users to stream audio, videos and photos between their devices.

Yesterday's announcement by Samsung has further stoked speculation that Apple is developing its own video streaming service to compete with the likes of Netflix and Amazon.

The tech giant is reported to have committed around $1 billion to original programming.

Currently, iTunes allows users to rent or buy individual films and episodes / series of TV shows.