That's not the same thing at all.
Apple is trying to create ANOTHER reason to stay in their ecosystem. This is exactly why Netflix has shows like Fuller House or 'Orange is the New Black'. This is exactly why Amazon buys exclusive rights to Mr. Robot, or has their own shows like 'The Man in the High Castle'.
For HBO to enter the smartphone/desktop/laptop business is laughable. It's not the same thing.
When you have a service, you (1) advertise it and (2) make it better than others (and one way is through exclusives)
Apple could open a line of whorehouses and you'd find a way to defend their honor.