[1] https://9to5mac.com/2021/06/29/apple-tv-channels-services/
Then there's the Apple TV app, which runs on the Apple TV box. This can integrate with some other streaming services and show you their content in the app. Not Netflix or HBO (or some others) though.
And finally (that's all?) there's the Apple TV+ service that's 4.99 a month and lets you watch shows that Apple produces in the Apple TV app on the Apple TV box (or your iPhone, iPad, etc.)
It's all named very well and clear.
I really enjoyed this.
Apple’s handling of the Apple TV product names are baffling to me, given their once brilliant marketing department.
The physical device is the Roku competitor, and supports Netflix/Disney+ etc.