I think did an "Apple TV" to their car efforts. Originally, Apple desired to make the Apple TV (hardware) the complete replacement for all your TV viewing need

I think did an "Apple TV" to their car efforts. Originally, Apple desired to make the Apple TV (hardware) the complete replacement for all your TV viewing needs. And for all the streaming services to just be dumb content pipes connected through a common / consistent Apple TV (app/software) UI. Then Apple realized the Netflix's of the world are not going to give up the user experience, let alone the direct relationship with the user. So Apple then pivots by making Apple TV just the platform for some other company to deliver their stream service through (like the Apple CarPlay). They then refine their strategy to come around to realizing, they need to make their own content (the new Apple CarPlay HUD / instrumentation).