I don't understand this new strategy. The Apple TV app does nothing to sell more apple devices. All it does is allow people to see the custom content apple has created - so more Apple TV memberships for 10 dollars a month.
When they put iTunes onto the PC it was to get people to buy more iPods to listen to the music they bought.
This doesn't bring people to the Mac, to iPhone, to Apple Watch, etc. This is a Tim Cook thing.
If anything this allows people to play the movies they bought on iTunes on all their devices - so essentially eliminating the pull to the ecosystem that Apple was known for. Unless this is a secret move that they are completing before laws become unfavorable for Apple's walls.