Well, it's all a matter of taste, but I'd like to point out that the Roku has everything you mention, including voice search (and it works across many more services than Apple's), apps, as well as equivalents to Airplay (screen mirroring) and Apple Music (Spotify and others), plus some really nice features that Apple is lacking, such as My Feed and a remote app (which, BTW, enables voice search via the phone even with the cheap Roku 2; why can't Apple do the same with the ATV3 given that they like to point out the tight integration of their ecosystem?). It also had "instant replay" long before Apple's "what did they say" existed. I also like Roku's UI, expecially their support for themes. I'd really like to be able to change the new Apple TV's white theme to something less bright.
The only thing missing is access to Apple's services. So Apple's evil plan to lock me into buying their hardware is working.