Been an Apple TV user since ATV2 and upgraded each time. Loved the integration with my other Apple computers and devices. I even tried a Roku 3 about 18 months ago and stuck with the ATV4. But I just got another Roku (free with Charter Spectrum Stream trial) and have to say that my allegiance is waning big time. Having access to Vudu, Amazon, and FandangoNow are positives. Yes the ATV will get Amazon this summer eventually, but is unlikely to get Vudu or FandangoNow. I know these services merely duplicate iTunes in a sense, but for me they offer some advantages on occasion. 1) I have TMobile and get free rentals through both services frequently through TMobile Tuesdays and it's nice to have full app access, instead of AirPlay from my iPad. 2) Rental periods on FandangoNow are 48 hrs typically (I can't remember if Vudu's is that long). Still don't understand why iTunes rentals are still stuck at 24hrs. My Roku also seems to nail down the proper audio codecs every time, whereas the ATV4 seems to be a mystery as to what it will decode and send to my receiver. The Roku interface has come a long way. I'll probably use both at my house, but since my GF's TV has Roku built in, I'm getting accustomed to using the platform more and more. If I ever get an HDR/4K TV the Roku box I have is ready for that. Apple needs to get a move on to stay above the competition (or even catching up). Also wish Apple would let TV manufactures build in the ATV platform. The ATV4 is still nice for siri and using my iPhone to enter user names and passwords, etc. I think there's a Roku app that does similar but I haven't downloaded it yet. My wishlist for both of the devices is that they would output 24p for movies.