Or maybe they are just trying to separate their content selling business from their hardware businesses? They could get additional revenue from users using iTunes to rent movies or TV shows even if they don’t buy their hardware.
I also have two 4K AppleTVs (free with DirecTVNow.)
But Roku is everything I hate about non Apple consumer electronics. It’s not a hardware product where the business model is I give them money and they give me stuff. Half the home screen is an advertisement and the shortcuts on the remote go to the highest bidder. I have one remote with a shortcut to Rdio (defunct) and one with CBSnews.