Parks Associates believes Apple trails behind because both Amazon and Roku offer multiple form factors with both standard boxes and smaller sticks available. Amazon, Roku, and Google also offer more affordably priced streaming media players than Apple, with its latest box starting at $149. Apple does, however, continue to sell its third-generation Apple TV for $69, more competitively priced with competing set-top boxes.
From the article "Apple TV Sees Major Sales Growth In 2015 But Still Ranks As Fourth Most Popular Streaming Media Player" by www.macrumors.com
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