First off I own one and love Apple ( just look at my sig! ) but I am failing to see why I need an Apple TV anymore. This is the second new Apple product that I have skipped including the Apple Watch. Is Apples magic failing? No 4k support - TV prices have plummeted which means it will go mainstream in then next 12 months. Most AV Receiver such as my Sony 1050 can use airplay and it is MUCH easier to use the iPhone / iPad to control my music than an Apple TV - plus I can still watch TV! No DTS support No Amazon prime movies ( yeah I know, it will never happen! ) Now if Apple made a REAL TV with built in ATV then I would be all over it as it would be fully integrated. Will it ever happen?