Apple has been making plays for the TV market for years, but yesterday it finally bore fruit. With the new Apple TV Channels, a revamped TV app in general, and especially Apple TV+, the company is swinging for the fences.

But just having that content is one thing. Getting it out there into the world so people can access it is another. And while there are definitely plenty of iOS, macOS, and tvOS devices out there in the wild, Apple needed to be willing to expand its reach. We saw the first of that wave happen earlier this year, when TV manufacturers announced that they would support AirPlay 2 for streaming content. Others, like Samsung, would host a new Apple-branded iTunes and Movies app.

That app will also be present on other devices, including from the likes of Roku and Amazon. Those companies have ridiculously popular streaming devices and set-top boxes of their own, and Apple wants to make sure its content is available there.

Now, following Apple’s announcements, Roku’s CEO, Anthony Wood, sat down for a chat with CNBC to talk about Apple’s big play and how it will shake out in the future. Wood says, flat-out, that he believes Apple is “well-positioned” to be successful in the TV market moving forward:

“There were not a lot of details announced, but I think they’re well-positioned to be successful. They’ve got a lot of experience with subscription services, they’re investing a lot of money in content, and they’ve got a great brand and lots of loyal customers.”

Wood admits that Apple is relying on its own user base in “jumpstarting” the effort here, but that smart TVs and streaming devices can’t be left out of the picture entirely. Which is why Apple isn’t leaving them out:

“When you have a TV streaming service, you know, obviously they’re counting on jumpstarting that with all of their iPhone and iPad and Mac customers, but actually, smart TVs are the way that most streaming services – long form streaming services – are viewed by customers. That’s where they spend most of their hours.”

Of course, Wood was asked about competition and whether or not Apple jumping into the market is a major concern for Roku. According to the chief executive, Roku doesn’t have anything to worry about because it’s very nature is to offer up as many different options for customers as possible. Apple is just one more in its library of platforms.

You can check out the interview below.

Our Take

It’s going to come down to pricing for Apple when it’s all said and done. There had been rumors that Apple was going to give away original content to Apple device owners, but a recent report refuted that claim. And Apple didn’t tell us anything different during the “It’s Show Time” event this week. Apple showed off a lot of worthwhile endeavors in its original TV and film push, and for some that will be enough. But if Apple TV+ is $20, or $30, per month? That’s a hard sell when you can get a variety of other options for much cheaper on a monthly basis.

We Want To Hear From You

How much are you willing to spend for Apple TV+, if anything at all?