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FireTV is bad but Roku is great! Nothing comes close to the versatility of Roku and how well the interface works. I have had a apple TV and tried a fire and chrome cast. Roku is all I use now and have them on all my TVs.

Except that Roku is incredibly slow and full of ads.
 
This is going to be more than $9.99 or £9.99 a month. Would guess at least double.
Unknown content with a small library costing more than Netflix running on less devices? Yeah, that would make sense. Anything more than $9.99 would be dead on arrival. As it stands, none of this Apple TV+ content will come close to the viewing numbers of Netflix. It will take years to build that kind of brand. They have to rely on a few big hits and expanding their reach to get there.
 
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