I have both Roku and AppleTV 4K units in each of my three HT setups in my home. Without a doubt, the AppleTV device is my preferred choice to watch movie or a TV show. IMO, iTunes movies and shows look and sound better than Vudu, the majority of the time.More people still use Google Maps than Apple Maps. More people still use Spotify than Apple Music. The iPhone redefined the smartphone, but then Samsung came to more than double Apple's market share. I'll grant you the iPad in the tablet space. For movies and TV shows, I'll take Vudu over iTunes any day of the week. Likewise, I'd rather have a Roku than an AppleTV.
Apple's strengths are: 1) unparalleled branding; 2) an intuitive user experience; and 3) a closed ecosystem where the various pieces are designed to work together seamlessly.
But the closed ecosystem is also a severe limitation. I don't like iTunes for TV and movies, because I need Apple hardware to watch the content
Underneath the branding and user experience, though, the fundamentals are not much different than Apple's competitors.
The Apple Card will look slick as hell, and the app and web portal will be clean and stylish and easy to navigate. But at the end of the day, it will still just be a credit card. If Apple moves into other finance products, the same will be true of those too.