The question about whether Apple would allow its video services (and presumably its new video streaming service) on other people’s devices has been answered. Samsung announced Sunday that it’s going to support iTunes and AirPlay 2:
Samsung Electronics Co., Ltd. announced today it will offer iTunes Movies and TV Shows and Apple AirPlay 2 support on 2019 Samsung Smart TV models beginning this spring. Support on 2018 Samsung Smart TVs will be made available via firmware update. In an industry first, a new iTunes Movies and TV Shows app will debut only on Samsung Smart TVs in more than 100 countries. AirPlay 2 support will be available on Samsung Smart TVs in 190 countries worldwide…
“We look forward to bringing the iTunes and AirPlay 2 experience to even more customers around the world through Samsung Smart TVs, so iPhone, iPad and Mac users have yet another way to enjoy all their favorite content on the biggest screen in their home,” said Eddy Cue, senior vice president of Internet Software and Services at Apple.
I would expect to see Apple made deals with other TV vendors eventually (I don’t know if Samsung’s got some sort of exclusivity period or if they just got to be the first vendor to announce support), and it wouldn’t surprise me if Apple’s stuff ends up on standalone streaming boxes this year too, so that Apple can reach the largest possible audience with its services.