Samsung is going after Apple TV users with support for iTunes Movies and TV shows as well as casting media to smart TVs through AirPlay 2. This is perhaps the first time that you could use Apple TV without having to buy Apple hardware or using hacks and workarounds. Samsung has also ensured that iTunes is integrated into the smart TV OS's content guide, Bixby voice search and standard search functionality.
With AirPlay 2 support, you can play audio, photos and videos on Samsung smart TVs from this year. The feature will only be available for the 2019 models and Samsung hasn't revealed whether a firmware update will be offered for older units. Engadget reports that Apple's AirPlay page indicates "leading TV manufacturers" are planning AirPlay 2 support, so other companies could also announce similar features for their new TVs.