I don't think this is really the case. First, I don't think Apple regards iTunes as anything else but means to sell more Apple devices. They make some money on

I don't think this is really the case. First, I don't think Apple regards iTunes as anything else but means to sell more Apple devices. They make some money on it but it's still negligible compared to hardware profits. Second, there are other content providers (e.g. Netflix) already present on the Apple TV. Third, Amazon clearly has no problem with conducting business with their direct competitors; it's well known that Netflix is one of the most important customers of AWS, often beta testing new services before they become publicly available. Neither does Apple, the default search engine on all Apple devices is still Google.