Until it isn't of course. It is challenging to understand how greedy these people are such that they really want both all the data (viewing habits, demographics, etc) and all the revenue.

Prime Video has been struggling so Amazon can't afford the strategy tax of limiting it to their own devices [1]. The more Apple TVs that are sold by Apple, the more untenable their position becomes, especially when Netflix will be on any device. Amazon vs Google might be turning into a hot war (which makes sense since they're competing in an increasing number of businesses), but that's not the case with Apple.

[1] https://www.wsj.com/articles/where-amazon-is-failing-to-domi...