For many years, Apple TV was publicly classified as a “hobby” within Apple – that is, a project that did not give Apple much money or particular prestige, but was nevertheless developed by the company’s simple satisfaction in doing so and to expand, albeit slowly, iTunes Store domains.
Years later, the conversation is different: Apple TV is today a competitive product, with high doses of marketing by its manufacturer and a coming platform for streaming promises to place it among the major competitors in the segment. Apple’s ambitions, however, may need to be adjusted.
According to a survey by Strategy Analytics, Apple is at the bottom of the American market for connected television devices – covering all set-top boxes such as Apple TV, as well as consoles that access streaming or even Smart TV systems. Worse: in the forecast of the firm, the Apple could fall for the group’s lantern until the end of the year.
Roku continues to lead the market with ease: the manufacturer has been in a dizzying growth since the beginning of the Strategy Analytics surveys and has not left the first place since winning it, in the first quarter of last year. Currently, there are about 41 million active Roku platforms in the world, including the company’s physical devices and TVs equipped with its system; the company has a 36% clearance over the vice-leader platform, from Sony’s PlayStation consoles, and could expand that advantage to around 70% by the end of the year.

Following the “ranking”, we have Smart TVs with Tizen system, from Samsung, Xbox consoles from Microsoft, Chromecasts and Android TV devices from Google, Amazon Fire TV and even Nintendo consoles. Only then did we arrive at Apple, at the bottom of the survey, glued with LG TVs running webOS.
It is worth noting that the figures refer only to the United States, but considering that we are talking about Apple’s main market and its main area of influence, it is considered that the company is seeing even worse performance in other important areas, such as Europe or China.
It is interesting to note the forecasts of Strategy Analytics for the coming quarters: according to the firm, Roku will continue to grow strongly, while Nintendo will rise even more and webOS will have a slight growth that will make it surpass Apple – placing Apple, therefore, in the lantern of the connected television devices market, with about 12 million active Apple TVs.
In releasing these forecasts, the firm already naturally takes into account the upcoming arrival of Apple TV + – that is, in the view of Strategy Analytics, the new platform for streaming of Apple will not be of much use to expand the influence of Apple TV in its territory. But that, of course, will only be proven over time – let’s wait and see.

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via Apple World Today