adam I still think that your question is a bit vague but perhaps the following will be of some help to you.
First of all Itô's theorem is a tool. It will never give you the price by itself. While working out the concrete formula one might end up using it in one context or another.
In case of a european option, a borel measurable function $h$ and $X_t$ being an Itô Process one has
$$g(t,x)=\mathbb{E}[h(X_T)|X_t=x]$$
It can be shown that $g(t,x)$ is smooth and thus we can apply Itô.
In the case of american options we can exercise whenver we want. Let $\Phi(s,X_s)$ be the value if the option is exercised at time $s$.
The generic price-formula for an american type option is given by
$$v(t,x)=\sup_{t\leq \tau \leq T}\mathbb{E}[\Phi(\tau,X_\tau)|X_t=x] $$
Due to the supremum one can no longer simpli apply Itô directly to $v(t,X_t)$. There are some cases where the $\sup$ of a function will also be smooth but that must not necessarily be the case.