What’s the first principles reasoning for why Apple TV is a thing? Moreso from a content perspective than the hardware perspective.

Bundling add-on with the hope that it becomes a motivator. Same as how Amazon bundles Prime Video. They want to upsell you from iCloud to Apple One. The jump from $1.99 to $29.99.

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I don’t see how owning the hardware helps them do anything unique here though.