It was funny thinking Apple had a great idea for the new device before it launched in 2015, only to realize upon unveiling that they have one of their worst teams working on it, and none of them have a clue. From the remote design to the lack of innumerable features that a group of high school students would have thought of, it was just crazy bad. Now, almost 2 years later they've gotten most of the software features that should've been there at launch, but the terrible remote likely isn't changing anytime soon.
I think their hardware design teams are by far the best, but the remote is the one design that is simply unintelligent. A group of intelligent humans should understand what a remote should be from its design ergonomics to its usability and button layout. This remote is truly their worst design, and I mean I hope Jony's team didn't have anything to do with it, but I'm sure they had everything to do with it. They got it wrong, and that's fine, but when you make a mistake you should fix it, which won't happen of course.
The Amazon remote is ergonomically intelligent design, whereas Apple's is not. It is asymmetrical in grip and therefore simple to grab without the thought required when you use an Apple remote. It's buttons and layout are poor, but those are actually of second importance to the ergonomics. Finally, the touch control is simply too inaccurate and finicky to be intuitive design.
Lastly, Apple remains oblivious to the really massive market they are electively losing and that is gaming. The device could be very good for gaming, but they seem to think that people want this device that does virtually the same exact thing as all TVs do, now. All they have to do is create an Apple designed gaming controller and immediately all developers would start creating games and people would buy it far more. Look at the garbage Nintendo switch...I mean come on it's so simple.