Im not sure about Apple TV. They already have their own channel and then they own Disney with Disney+ basically launching soon. They may dump Netflix as well.
Dont know why its soo moody with media player software, since its just an android box, but netflix works on all phones. A real headache honestly. I have a kwese player (Disconnected) a Roku (support dropped, disconnected for the model I had), then now the Lit box, and yesterday I got a notification on my Samsung Smart TV (older model, netflix wont run on there anymore).
So Showmax, Amazon Prime, and VIKI it will be. Will just have to pirate the netflix items