Apple TV Falling

Apple TV, which has been lagging behind for many years now, is set to be left even farther behind as its competitors prepare to release new devices. This fall, the Nvidia Shield, Roku and Amazon Fire TV will launch new devices in the market. They are expected to offer more power, content and features and all of them are expected to cost less than the Apple TV.

Roku is going to release at least five devices that are faster and support 4K HDR. Their price tags start at less than half the price of the Apple TV. The new Nvidia Shield, on the other hand, is expected to release a new version with more power and a larger hard drive than the Apple TV. The current version already supports HDR and 4K.

Apple is rumoured to be waiting at least a year to release a new device leaving many to wonder if the company, which has been long known to be a leader in innovation, is ready to lose the fight for the living room.

According to a highly respected research firm, Parks Associate, the current Apple TV is in third place behind Roku and the Fire TV in both recent sales and number of homes with the device.