Apple TV's Estimated Market Share Declines as Customers Await Highly-Anticipated 4K Model

Discussion in ' News Discussion' started by MacRumors, Aug 23, 2017.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Apple TV was the fourth most popular streaming media player in the United States in the first quarter, behind the Roku, Amazon's Fire TV, and Google's Chromecast, according to market research firm Parks Associates.


    Parks Associates estimates Apple TV's market share fell to 15 percent in January through March this year among U.S. households with broadband. MacRumors confirmed the survey size was 10,306 households.

    By comparison, Roku increased its lead in the category to an estimated 37 percent market share in the first quarter, trailed by the Fire TV and Chromecast at an estimated 24 percent and 18 percent respectively.

    At $149, the Apple TV is also more expensive than any of its major competitors. Roku starts at $40, Chromecast starts at $35, and Fire TV starts at $90, with even cheaper prices often available from resellers.

    "Higher-priced devices, such as the Apple TV, have not been able to keep up with low-priced and readily available Roku devices, which can be found at Walmart for as low as $29.99," said Glenn Hower, Senior Analyst at Parks Associates.

    In January, following Apple's first quarter earnings results, financial chief Luca Maestri said Apple TV sales had declined on a year-over-year basis. Exact sales are unknown, as Apple groups the device under its "Other Products" category.

    4K on Horizon

    The current Apple TV launched in October 2015, ushering in significant changes such as a brand new tvOS operating system, App Store, and a Siri Remote. But, nearly two years have passed, and customers are anxiously awaiting what's next.

    One of the most desired features is 4K support, and rumors suggest Apple TV fans may soon have that wish granted.

    In February, Bloomberg reported that Apple was testing a new Apple TV with 4K and more vivid colors that could be released as early as later this year. The report said the fifth-generation model is codenamed J105.


    The codename, and references to 4K and HDR, have since been found in both the accidentally released HomePod firmware and the seventh tvOS 11 beta. 4K HDR references have also appeared in iTunes.

    Additionally, in March, developer Firi Games provided MacRumors with evidence of a device identified as "AppleTV6,2" and running "tvOS 11.0" connecting to its arcade game Phoenix HD for Apple TV in its logs. The IP address fell within a range linked to Apple's headquarters in Cupertino, California.

    The current Apple TV has a model identifier of AppleTV5,3, and Apple TV6,2 does not correspond with any released model.

    It's conceivable that Apple could launch 4K content in iTunes alongside a new Apple TV with support for up to 4K video output and HDR, or high dynamic range, which allows for sharper colors and lighting. The current, fourth-generation Apple TV has a maximum 1080p video output, and no support for HDR.

    The high-end iMac models with 4K and 5K Retina displays are currently Apple's only devices that can display 4K content properly. The latest Apple TV lacks the hardware required for 4K and HDR video output.

    Apple is widely expected to unveil new iPhones at a September event, which it could also use to unveil a new Apple TV.

    Article Link: Apple TV's Estimated Market Share Declines as Customers Await Highly-Anticipated 4K Model
  2. duffman9000 macrumors 68000


    Sep 7, 2003
    Deep in the Depths of CA
    I don't think it's hard to be a leader in this category. The question is: why does Apple refuse to up the mantle?
  3. Tzuten macrumors 6502

    Sep 20, 2011
    Why it didn't have 4K in 2015 was ridiculous. I went from an Apple TV user, to a Amazon Fire user because of it.
  4. Andres Cantu macrumors 68030

    Andres Cantu

    May 31, 2015
    Rio Grande Valley in South Texas
    Maybe they should stop holding back features and they would get more market share.
  5. duffman9000 macrumors 68000


    Sep 7, 2003
    Deep in the Depths of CA
    I chose an nVidia Shield. Without Amazon Prime (I'll take Amazon's side here), Apple TV was a non-starter.
  6. neliason macrumors 6502

    Oct 1, 2015
    I don't really care about 4K right now as I don't have a 4K TV. I do want an Apple TV. But I'm not going to buy a two year old model at the same high price. And I'm not going to buy it without 4K given that it will be something I want in the near future.
  7. Gyroworld macrumors member

    Apr 19, 2016
    Apple could also easily make the Apple TV the 4th most popular console (behind Sony, Microsoft, and Nintendo) if they just put a more powerful processor in it and have a standard, first party controller that everyone can use.
  8. imronburgundy macrumors regular


    Nov 1, 2013
  9. Hustler1337, Aug 23, 2017
    Last edited: Aug 23, 2017

    Hustler1337 macrumors 68000


    Dec 23, 2010
    London, UK
    I would have thought the NVIDIA Shield would be up there somewhere, it's by far the best streaming device out there. Seems like price is the determinant of which is most 'popular' rather than which is best.

    Frankly, max 1080p output in 2017 is pretty embarrassing for what is meant to be a media streaming/entertainment device for the living room.
  10. MrX8503 macrumors 68020

    Sep 19, 2010
    I'm not buying a 4K monitor until I can get an OLED for ~$1000
  11. MacFather macrumors 6502a


    Mar 16, 2012
  12. TroyBoy30 macrumors 68020


    Jun 9, 2009
    Atlanta GA
    still have 4 apple tvs but been using my chromecast ultra more. for $69 bux you cant beat it. looks amazing on my 65 inch lg oled
  13. MichaelJohnston macrumors member


    Jul 18, 2007
    San Luis Obispo
    You claim customers are awaiting a 4K TV, yet provide no evidence of such. I have a hard time believing average consumers have 4K capable TVs, care about 4K, let alone are even conscious of it...

    TV is lower on the totem pole because it's higher priced.
  14. newyorksole macrumors 68040

    Apr 2, 2008
    New York.
    Lol this this 1000 times this. There's no way (and no evidence) that people are holding out for a 4KATV.

    Apple is going to have an INSANE end of 2017.

    iPhone lineup.
    4K ATV.
    New iPads and Macs (already released, great buys).
    More AirPod stock.
  15. WestonHarvey1 macrumors 68020

    Jan 9, 2007
    The one feature I thought was going to be the killer app for me just doesn't work. I wanted to be able to tell Siri to start a movie or a show. It will respond, it will navigate to the content, and it will start to play it, but it will just show the spinner forever. I then have to back all the way out to the home screen and navigate to it manually from scratch and press play.

    Restored it a million times, it just doesn't work.
  16. Konceptz804 macrumors member

    Jul 12, 2017

    Same here
  17. 840quadra Moderator


    Staff Member

    Feb 1, 2005
    Twin Cities Minnesota
    I don’t think that 4K is the only limitation for market share. While I own the latest 2 generations of the Apple TV, it is clear that there are some limitations that many can’t live with, within the platform itself.

    Big fan of the newest AppleTV, but I don’t fault anyone who doesn’t like the platform.
  18. Relentless Power, Aug 23, 2017
    Last edited: Aug 23, 2017

    Relentless Power macrumors Penryn

    Relentless Power

    Jul 12, 2016
    4K TV's are still transitioning into homes. I would say the majority of consumers have 1080 P TV's, so 4K content wouldn't be a priority for a majority as it stands or truly appreciate its capabilities without experiencing 4K content.
  19. Speechless macrumors 6502a

    Mar 5, 2015
    Non-gentrified Brooklyn.
  20. Aluminum213 macrumors 68040


    Mar 16, 2012
  21. TheTruth101 Suspended

    Mar 15, 2017
    In the mean time... I am giving away my TV because I haven't use it like in a year.
  22. Bigsk8r macrumors 6502


    Nov 28, 2011
    Austin, Texas
    Apple makes a fine product that both costs more and lacks a key thing that a substantial amount of the potential user base wants. They are in 4th place because they are not the cheapest... and because they don't have Prime yet.

    Not because of 4K.

    Not a rumor, and hardly newsworthy.
  23. MistrSynistr macrumors 65816

    May 15, 2014
    I have a couple ROKU's, ATV3 (2) and one ATV4. I enjoy the Roku's and are perfect for rooms with smaller TV's and do everything I need them to. The buttery smooth experience of the ATV4 I enjoy on my main TV. The controller is a little hard to handle at times.
  24. Zirel Suspended


    Jul 24, 2015
    People usually buy A/V equipment together with new TV’s, and 4K TVs are commonplace and cheap now.

    Even if you don’t have a 4K TV, you would care about future proofing your Apple TV, so it will work with your next TV, doesn’t take a genius.
  25. dmylrea macrumors 68030


    Sep 27, 2005
    How does market share DECLINE while people await a new model? Are existing ATV owners throwing their ATV's in the trash, thus contributing to the fewer people using ATV, or are they going out and buying competitors streaming boxes, thus increasing competitors market share and decreasing Apples'? If the latter, you really think after buying a Fire TV or a Roku that they're going to ditch that if/when Apple comes out with a 4K box?

    Sure, ATV market share is dropping (like many of Apple's products that don't see updated models) but it isn't because people are waiting for a new 4K model!

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