Why this is happening: Apple TV has fallen behind rivals such as Roku, Amazon and Google which limits the customer base for its iTunes business. This becomes even more important if/when Apple launches its much-rumored streaming video offering.
Apple revenue in 2018-Q4:
1) iPhone — $37.2B
2) Services — $10.0B
Our crystal ball: Apple pushes this move forward and makes its apps available on Amazon and/or Roku. Crazy you say? A red line has been crossed with iTunes running on Android TVs (Sony) so why not!