This post from Pavan Rajam is long, well researched, and insightful, well worth the read if you are interested in Apple and their pursuit of the TV market.
Just a bit from the report:
Content development and production are not things Apple has done before. Will these shows even be good? Based on Netflix, Amazon, and Hulu’s progress on this front, success is possible but not guaranteed.
In the current market, content is used to differentiate services, not hardware. Amazon, for example, uses original content to drive Prime subscriptions. It could care less whether you watch it on a Fire TV or another device.
If growing Services revenue is a high priority, will this original content be available on non-Apple platforms (like Apple Music on Android, or iTunes on Windows)?
Those are just a taste of a much bigger picture. Great read.