I got my cube for £62 and the comparable Apple TV was £199 so it was a very significant difference. I was more than happy to go with the Apple TV until I started researching into it and compared what I actually wanted the box for. I wanted it for Netflix, Disney+, Amazon Prime, 4OD, and BBC iPlayer. None of the Apple exclusive services were on our must-have list as iCloud, and games were not things we needed on our tv. HomeKit is redundant for us as we use Amazon Echo’s already with device links that are much more cost effective. It just boiled down to the fact Apples version couldn’t really compete for what it offered us. That’s life.For many, I would argue that even $129 isn't that significant if you want superior user privacy, faster performance, Apple designed user interface, iCloud integration, Home(Kit) hub capability, wider selection of apps, full Apple TV app experience, and/or Apple Arcade.