Amid persistent rumors of substantial upgrades, the current Apple TV is beginning to show its age, losing ground in the streaming media device marketplace to rival Google Chromecast and Roku in the first three quarters of 2014, according to market researcher Parks Associates as reported by CNET. Apple's decline comes at a time when interest in streaming media devices is on the upswing, with 10 percent of households buying at least one media player this year.
Despite a decent drop in market share over the past year amid increased competition, Roku remains the leader among set-top boxes and streaming media sticks, accounting for 29 percent of the market in the 9-month period, down from 46 percent in 2013. Google's Chromecast stick had a strong showing in 2014, climbing to the number two slot with 20 percent market share and knocking the Apple TV down to number three. With 17 percent share, the Apple TV remains in front of Amazon's Fire TV and Fire TV Stick, which together accounted for 10 percent market share, although the Fire TV stick is just now rolling out to consumers.
The Apple TV was first introduced in 2007 and has been updated periodically during its seven-year lifespan. It currently remains in its third generation with the last major hardware update released in March 2012, followed by a minor revision in January 2013. Multiple rumors this year hinted at a refreshed Apple TV hardware with App Store integration, Bluetooth controller support, and more, but those rumors have yet to pan out. Though its Apple TV hardware has been essentially unchanged for over two and a half years, Apple continues to make improvements to the software and add new channels to the Apple TV lineup.
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...
Thursday February 12, 2026 11:17 am PST by Joe Rossignol
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."...
Tuesday February 17, 2026 8:08 am PST by Joe Rossignol
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...
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...
Friday February 13, 2026 8:43 am PST by Joe Rossignol
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...
Well, update the $%$# thing with something new/useful. Otherwise, a $30 stick that does everything you do for $99 is going to take market share from you.
Not surprising. I'm still waiting for whatever Steve Jobs said he "cracked" with television. The ATV certainly isn't it. I use it to stream my iTunes stuff, but that's about it.
- Lower Price - App/Channel Store - UPDATED HARDWARE - Gaming Model
So upsetting that Apple still is leaving this device largely abandoned. And Airplay has been SO BAD since iOS 8. Really problematic.
When the Apple TV was released alongside the announcement of the iPhone, I was hoping Apple had big plans for it also. It's a real shame since there is so much potential.
I would buy one, but the Chromecast and Firestick are cheaper and more elegant. Apple is lagging on this and other areas unfortunately. Another missed opportunity for them.
