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.
Thursday February 5, 2026 12:22 pm PST by Joe Rossignol
Apple plans to announce the iPhone 17e on Thursday, February 19, according to Macwelt, the German equivalent of Macworld.
The report, citing industry sources, is available in English on Macworld.
Apple announced the iPhone 16e on Wednesday, February 19 last year, so the iPhone 17e would be unveiled exactly one year later if this rumor is accurate. It is quite uncommon for Apple to unveil...
Thursday February 5, 2026 12:54 pm PST by Joe Rossignol
Apple turns 50 this year, and its CEO Tim Cook has promised to celebrate the milestone. The big day falls on April 1, 2026.
"I've been unusually reflective lately about Apple because we have been working on what do we do to mark this moment," Cook told employees today, according to Bloomberg's Mark Gurman. "When you really stop and pause and think about the last 50 years, it makes your heart ...
Friday February 6, 2026 3:06 pm PST by Juli Clover
In the iOS 26.4 update that's coming this spring, Apple will introduce a new version of Siri that's going to overhaul how we interact with the personal assistant and what it's able to do.
The iOS 26.4 version of Siri won't work like ChatGPT or Claude, but it will rely on large language models (LLMs) and has been updated from the ground up.
Upgraded Architecture
The next-generation...
Saturday February 7, 2026 9:26 am PST by Joe Rossignol
Apple today shared an ad that shows how the upgraded Center Stage front camera on the latest iPhones improves the process of taking a group selfie.
"Watch how the new front facing camera on iPhone 17 Pro takes group selfies that automatically expand and rotate as more people come into frame," says Apple. While the ad is focused on the iPhone 17 Pro and iPhone 17 Pro Max, the regular iPhone...
Tuesday February 3, 2026 7:47 am PST by Joe Rossignol
While the iOS 26.3 Release Candidate is now available ahead of a public release, the first iOS 26.4 beta is likely still at least a week away. Following beta testing, iOS 26.4 will likely be released to the general public in March or April.
Below, we have recapped known or rumored iOS 26.3 and iOS 26.4 features so far.
iOS 26.3
iPhone to Android Transfer Tool
iOS 26.3 makes it easier...
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.
