Amazon Planning March Launch for Apple TV Set-Top Box Competitor

by

In light of recent reports stating that Apple is hard at work on an Apple TV refresh, Amazon is allegedly readying a new Web TV box that would compete with Apple's set-top box and the Roku, according to Re/code. The report states that Amazon's new media streaming device could be available as soon as March.

amazon_logo
Similar to rumors that surfaced last year, this latest information claims Amazon's set-top box will tie into the company's Instant Video service and may support third-party content providers in a manner similar to the Apple TV and Roku.

A box is also a logical move for Amazon, which is investing heavily to build up a Web video catalog, and is starting to produce its own shows as well. An Amazon box will allow its customers to easily watch that stuff on their TVs; it should also give other content providers a chance to serve up their stuff via apps, in the way that Roku and Apple TV boxes do.

Sources tell me Amazon’s box is will be powered by Google’s Android operating system, which is also not a surprise — Amazon’s Kindle Fire tablets use a “forked” version of Android.

Re/code also speculates that Amazon's set-top box could contain a gaming component, noting that the company is looking to expand its Amazon Games Studio by hiring game developers who can "break down technology barriers and deliver experiences people have never seen before." This follows another recent rumor from VG247 that suggests the online retailer is working on an Android gaming console similar to the Ouya.

Amazon has stepped up its streaming content offerings in the past year, producing 14 original television pilots and using feedback to decide which get made into full shows, as well as spending significant amounts of money to secure exclusive rights to popular shows like Downton Abbey and The West Wing.

Currently, Amazon's Instant Video service is available on iPads and iPhones, the Xbox 360, the Nintendo Wii, the Sony Playstation 3, smart televisions from LG, Panasonic, Samsung, Sony, and Vizio, TiVo, the Roku box, as well as a number of Blu-ray players.

Popular Stories

Apple Announces Special Event in New York Feature

Apple Announces Special Event in New York, London, and Shanghai on March 4

Monday February 16, 2026 6:05 am PST by
Apple today announced a "special Apple Experience" in New York, London, and Shanghai, taking place on March 4, 2026 at 9:00am ET. Apple invited select members of the media to the event in three major cities around the world. It is simply described as a "special Apple Experience," and there is no further information about what it may entail. The invitation features a 3D Apple logo design...
Read Full Article • 182 comments
M3 iPad Air

Apple's Next Two Products Are Coming Soon

Thursday February 12, 2026 11:17 am PST by
Apple plans to release an iPhone 17e and an iPad Air with an M4 chip "in the coming weeks," according to the latest word from Bloomberg's Mark Gurman. "Apple retail employees say that inventory of the iPhone 16e has basically dried out and the iPad Air is seeing shortages as well," said Gurman. "I've been expecting new versions of both (iPhone 17e and M4 iPad Air) in the coming weeks."...
Read Full Article
Apple Announces Special Event in New York Feature 1

Apple Event on March 4: Here's What to Expect

Tuesday February 17, 2026 8:08 am PST by
Apple on Monday invited selected journalists and content creators to a "special Apple Experience" on Wednesday, March 4 in New York, London, and Shanghai. At an Apple Experience, attendees are typically given the opportunity to try out Apple's latest hardware or software. Following the launch of Apple Creator Studio last month, for example, some content creators attended an Apple Experience...
Read Full Article • 57 comments
iphone 17 pro dark blue 1

Gurman: iPhone 18 Pro Could Be Underwhelming

Monday February 16, 2026 4:24 am PST by
Apple's upcoming iPhone 18 Pro and iPhone 18 Pro Max models "won't be a big update," according to Bloomberg's Mark Gurman. In the latest edition of his "Power On" newsletter, Gurman said that the iPhone 18 Pro models will "represent minor tweaks from last year's iPhone 17 Pro and 17 Pro Max." He compared the upgrade to Apple's past practice of appending the letter "S" to its more minor...
Read Full Article • 109 comments
Coffee Burgundy and Purple iPhone 18 Pro Mock

Five iPhone 18 Pro Features Revealed in New Report

Friday February 13, 2026 8:43 am PST by
While the iPhone 18 Pro and iPhone 18 Pro Max are still seven months away, an analyst has revealed five new features the devices will allegedly have. Rumored color options for the iPhone 18 Pro models In a research note with investment firm GF Securities on Thursday, analyst Jeff Pu outlined the following upgrades for the iPhone 18 Pro models: Smaller Dynamic Island: It has been rumored...
Read Full Article • 59 comments

Top Rated Comments

MattG Avatar
MattG
157 months ago
Ugggh...I just want one box that does it all. Wish ATV would just do Amazon Prime.
Score: 34 Votes (Like | Disagree)
GenesisST Avatar
GenesisST
157 months ago
The more the better. The faster cable companies loose power over distribution, the better.
Score: 27 Votes (Like | Disagree)
M
monty77
157 months ago
..hopefully this means Apple will finally give us the App store we've wanted for so long - letting Amazon get there first would be extremely unwise.
Score: 15 Votes (Like | Disagree)
A
alent1234
157 months ago
they banned my account with no warnings or notice and screwed over all my DIGITAL PURCHASES and bricked two kindles in the process. F them, even if you think your account would never get banned I want everyone to take note that they have the ability to mess you up real badly and what's worse screw over digital content that you supposedly OWN over issues that have no relationship to the digital purchases. Other than that, yeah, great idea, the market is screaming for yet another set top streaming media box.

i'm sure you had nothing to do with it
Score: 8 Votes (Like | Disagree)
japanime Avatar
japanime
157 months ago
And Roku will continue to quietly kick everyone else's butts.
Score: 8 Votes (Like | Disagree)
E
edk99
157 months ago
Incredibly it seems they make very little, therefore pay very little in tax.

http://www.theguardian.com/commentisfree/2013/may/16/amazon-tax-avoidance-profits

..massive uproar in the UK not so long ago as they were branded a tax cheat given their billions in turnover, press neglected to highlight that you don't pay tax on turnover only profit.
It always amazes me that people are quick to brand a company a "tax cheat" when in reality they are just following the rules put in place by the government. Until government changes the rules or they are caught red handed actually really cheating on their taxes then the peoples uproar should be with the government and not Amazon, Apple or google or any other large world wide company that legally takes advantage of tax laws to lower their tax exposure. They shouldn't have to give the government one penny more then they have to just like each one of us.
Score: 7 Votes (Like | Disagree)
Read All Comments