https://www.cnbc.com/2019/03/26/apple-knows-it-needs-to-branch-out-to-reach-tv-watchers-roku-ceo-says.html

Apple's decision to distribute its new streaming TV service through third parties is an unusual choice for a company famous for its isolationist policies. But the choice indicates that Apple sees value in breaking down its walls to reach cord cutters who have already flocked to other platforms, Roku CEO Anthony Wood said in an interview on CNBC Tuesday.

"Obviously, they're counting on jump-starting [the streaming service] with all of their iPhone and iPad and Mac customers," Wood said on CNBC's Squawk Alley. "But actually, smart TVs are the way that most streaming services, long-form streaming services are viewed by customers. That's where they spend most of their hours. And so for any kind of service like that to be successful you want to be on the leading streaming TV platforms."