Apple TV comes to Roku



Roku announced the Apple TV app is available on the Roku® platform starting today. For the first time ever, Roku users can add the Apple TV app via the Roku Channel Store to discover and watch movies, TV shows and more, including accessing their iTunes video library and subscribing to Apple TV channels directly on Roku devices. Starting November 1, Apple TV+, Apple’s home for all-original shows and movies from the world’s greatest storytellers, will be available on the Apple TV app on the Roku platform.
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The release seems timed for next months' launch of Apple TV+. The service is available now on Roku devices. Apple TV+ is launching November 1st.

It's interesting to see Apple's strategy change from using software and services to drive hardware sales to open up its ecosystem to drive services. While Apple has embraced Windows with the iPod, iPhone, iTunes, and other products, I think it could be argued the strategy was still geared towards selling hardware for non-Mac users.

In addition to Roku, Apple has entered into partnerships to bring its content to TV manufactures.