I agree! It's very fun to watch Apple Competitors trying to beat Apple products before they release. Same thing happened with iPad, and now, it's happening with iPad Pro, new Apple TV and iWatch. Even rumors are enough to make competitors scared.
You think that Amazon just started this project based on rumors? Really? Yeah. OK.
Why Amazon's Unveiling of Fire TV Was Underwhelming
Wall Street analyst Michael Pachter of Wedbush Securities was not impressed with the launch. Pachter rates Amazon at "neutral" with a price target of $330. "We thought Fire TV's debut was underwhelming, and believe that Amazon missed an opportunity to introduce a highly-differentiated device," Pachter writes in a note.
Amazon the stock is not the same as Amazon the company. Should we list out the times that analysts have claimed that Apple has not impressed analysts?
Completely irrelevant to what may or may not be a sales win for Amazon.
I'm actually surprised YOU of all people are quoting an analyst.