Due to the failure to launch a new generation of models, Apple's Apple TV market has fallen to fourth place, behind Roku, Google and Amazon's three major competitors.
According to data released by the market research company Parks Associates, Rokuâ€™s equipment has occupied more than one-third of the United States, and Google Chromecast has reached 23%. Amazon Fire TV ranks third in popularity, while Apple TV slips to fourth place. However, although the share of Fire TV has surpassed Apple TV, the latter's continuous usage in the user's home is higher than Amazon's equipment, which means that users will still use Apple's set-top box more for video Streaming.
Apple TV suffers from a reduction in market share, largely due to slow hardware upgrades and the speed at which competitors launch new products. The last time Apple TV received a major hardware upgrade was in 2012 (1080p resolution support). Although Apple introduced a new model with a small upgrade in early 2013, this device has been in place for two and a half years. None have received any upgrades.
Of course, the rumored 2015 new Apple TV should help Apple regain lost market share. According to currently known information, this device will have full App Store support, voice/touch remote control and Siri voice assistant.
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