I think this is a clever move. Smart TVs seem to last a while these days. Their main aspect that degrades are the apps. We have given up on one large Panasonic as its apps fade away. On another we added a Roku but now an Amazon stick and that works ok. Finally on the smaller newer Samsung we have one or two working apps and currently no addon cast device.

Overall our use of itunes was diminishing but maybe we will return if its music/sound stuff beats the competition on TVs — not hard