When it first launched you needed an Apple device to watch. Some folks may have bought an Apple TV, which is what Apple wanted, but that's not a big audience. I know people watch things on their phone, but not 30 minute episodes. You could watch it on a computer, but if you've got a nice big TV it's not happening. Yes I know you can hook things up to your TV, but it's another point against it.

Over the years they've added apps to Roku and Chromecast has shifted to Google TV which is also app based (and worse, but I digress). However some of this relies on people upgrading their devices and people aren't going to upgrade just for Apple TV.

So you can call it a 5+ year service, but really it's only been available for 1-2 years.

But now that you're outside the Apple bubble you're competing against Netflix, Hulu, Disney+, HBO, etc.

Disney+ & (to a slightly lesser extent) HBO have figured this streaming market out. Every week these services offer me something new to watch. Disney+ has a weekly release of Daredevil, and by next week I'm watching Andor. HBO has a weekly release of White Lotus and two weeks later I'm watching The Last of Us.

If they can keep at it I'm sure they're get to where they want to be. But it's a long journey ahead and they're really just getting started.