So tomorrow here in the UK we have the launch of Sky Q. A new set top box for Sky subscribers: http://www.gizmodo.co.uk/2016/01/sk...eatures-and-more-everything-you-need-to-know/ 12million subscribers have a Sky box in the UK and I don't see why we would switch to Apple TV or the need to have Apple TV as an additional device. Apple TV simply can't compete on channels and content with Sky. I was really disappointed when Apple announced only that their new Apple TV would be a smaller box and not a flatscreen TV. The potential sales income from releasing a TV over a little box would have been immense. I would also like to think that Apple would have made something that could 'hands-down' beat any other TV on the market. Like they do with their phones, watches, TV's and Macs. Nothing comes close to Apple products for me. But here we are in 2016 and there has been talk of an actual Apple TV for years. I don't know why they didn't follow through. So now, when faced with the competition and taking on the set-top box market - they are years away from having the TV channels that people will actually want to watch (and eventually be charged a subscription for). Sky were lagging behind with their equipment but now they have introduced Sky Q, they have made quite some ground. Sure, the Apple TV has Siri but to have the capability to pause Premier League matches on your TV and then catch up later on your iPad is simply amazing (a feature called 'Fluid Viewing'). So how can Apple TV compete with this? Bring out a kick ass TV and let the subscription channels improve the set-top boxes! Apple TV is one of the only products that Apple have released which has significantly disappointed for me.