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

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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
 

Gyroworld

macrumors member
Apr 19, 2016
45
122
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.
 
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Hustler1337

macrumors 68000
Dec 23, 2010
1,795
1,531
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.
 
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newyorksole

macrumors 601
Apr 2, 2008
4,260
4,863
New York.
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.

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.
HomePod.
4K ATV.
New iPads and Macs (already released, great buys).
More AirPod stock.
 
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WestonHarvey1

macrumors 68020
Jan 9, 2007
2,466
1,294
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.
 
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840quadra

Moderator
Staff member
Feb 1, 2005
8,210
3,499
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.
 
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Relentless Power

macrumors Nehalem
Jul 12, 2016
34,949
36,852
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.

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.
 
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MistrSynistr

macrumors 65816
May 15, 2014
1,455
1,604
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.
 
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Zirel

Suspended
Jul 24, 2015
2,196
3,008
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.

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.
 
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dmylrea

macrumors 68040
Sep 27, 2005
3,244
4,090
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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