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”.