Why should it? That's been Apple TV's tactic and it's not the number one streamer. Netflix sees this plain as anyone else and figures the answer is elsewhere.
The only thing I can say about Apple TV is the product placement is stupid. It's so overboard in Ted Lasso. They dropped the "bad guys can't use Apple products" and changed it to "everybody must use Apple products" and it just reads as fake. I use them, but every usage seems like an advertisement.