I have an Amazon Fire Stick. Price normally $35. Price on “Prime Day” ZERO $$. Just download the Apple app from there. No issues.
It is not “greed”, but just common business sense. ST MUST be tied to something. Apple (IF the stories are true) is, like DirecTV before it, paying WAY MORE than it can possibly take in. ST only works as a “loss leader” with the ability to buy it tied to first buying something else.
The issue is Apple TV + is $5. Its worth $5, but $5 is not near what DirecTV was getting from ST customers that also bought their complete linear TV access from them.
My guess? Apple TV + and a substantial price increase in ST. With no “customer retention” BS. Probably get a year free or at half price if you buy a new phone.