When I bought my last streaming device, I looked at Chromecast. Lock of IR input made stop considering it. I use Harmony remotes for all my TVs. I don't want to sit around with a remote for every device, and my phone.
I bought a Roku. Why? Well I already owned 2, so familiar interface played a role. But price also did. The Roku was cheaper. aTV did not bring anything to the table to justify the price difference. That's a reality that Apple will have to come to terms with.
I use Plex, Netflix and the NHL app. My next TV will be a 4K TV. Since they are all "Smart", I'll look for one with Netflix, Plex and browser support. That will eliminate the need for the Roku.
Not only are streaming devices a commodity, for a large segment of the market, they are being obsoleted by Smart TVs. You need to be so far ahead of everybody else or charge a similar price.
I think you are placing far to much faith in TV manufacturers and their SMART TV apps which often end up being unsupported and outdated in quite a short time frame. Panasonic are legendary for doing this. Much better to buy a cheap streaming device that can easily and readily be replaced.
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