Yeah I know it’s confusing (not being sarcastic). The AppleTV is the device. The TV app is an app on the AppleTV and iOS devices.
Over the years there has been drama between Netflix and Apple over it (and Spotify and Amazon Prime Video). I think it's mostly been resolved, but Apple wants apps to integrate more deeply but it sounds like it needs to convince these companies to do it one at a time.
https://www.theverge.com/2020/4/1/21203630/apple-amazon-prim...
Amazon chose to avoid this fight with Kindle years ago and everyone I talk to is confused why they can't buy books from their iPhone/iPad. Mostly because Amazon can't tell them.
The point is these are all oddball, Apple-imposed hoops that affect these companies from running their business. Even though they're spelled out and relatively consistent, it's relevant if you're claiming Roku is more heavy-handed than Apple.
There is a huge difference between having to follow one rule and submitting your app to the store and being required to make a revenue and ad sharing deal.
The proof is in the pudding. Every streaming service has always supported iOS from day one. Then you hear “we are still waiting to make a deal with Roku”.
Content providers do have to make deals to get on AppleTV. You just don't hear about it.
Here's an example:
"WarnerMedia has firmed up a distribution deal with Apple for distribution of its forthcoming streaming service HBO Max.... Under the deal, HBO Max will be available on Apple devices and integrated with the Apple TV app on iPhone, iPad, iPod touch and Apple TV."
(note the words "the deal")
https://deadline.com/2020/04/hbo-max-apple-streaming-distrib...
And there are few details around the HBO and CBS deal to get on Apple TV here:
In a second sign of frayed relations between the two companies, Netflix has decided to opt out of the Apple bundle, which will upsell subscriptions to HBO and CBS in addition to its original programming
https://www.nytimes.com/2019/03/22/multimedia/netflix-apple-...