On the other hand, Apple controlling the UI means, as usual, they kill other services ability to innovate.
But most apple users don't care to have very limited capabilities as long as the core value is here and it's streamlined in the apple experience. Hell, they used a phone without copy/paste for a long time and it didn't bother them.
If you think other media streaming companies can "innovate" with their interfaces, you're not a cable cutter (I refuse to say cord cutter, my home internet still comes over a cord) who subscribes to Netflix, Hulu, and Directv.
Netflix's interface is horrible on both the Apple TV 4 and modern Rokus. It has a much better interface on the 3rd generation AppleTV where "apps" were limited to just for, all intents and purposed, glorified web apps. They were all running on top of WebKit using a combination of JavaScript and Apple's markup language.
Companies aren't innovating anymore, though. We've reached the point where we have dominant players controlling the field, and any "innovation" we see has to do only with profit margins.
People are trying all kinds of innovations around streaming video apps, you are just aware of them. I am no expert, but off the top of my head I can think of people trying to create streaming subscription services for horror movies, for esports, for anime.. I'm sure most will fail, but who could have predicted Twitch ten years ago?
Maybe the "smartphone" format is played out for now. New innovation may need to come from a new or emerging industry.
Following price and size trends, the next industry would be making a device ~1/50th the size of a "smartphone". Something like the size of a large SD card, probably.
I think whether the new apps are innovating is irrelevant. Apple's making the decision for them. As a company, they've always kept things locked down, so I'm not surprised.
On the other hand I don’t understand how Apple approved the Amazon Prim and YouTube Apple TV apps. The UX are horrible and I would rather not use them.
But most apple users don't care to have very limited capabilities as long as the core value is here and it's streamlined in the apple experience. Hell, they used a phone without copy/paste for a long time and it didn't bother them.