Providing Market Intelligence for 40 Years

In The News

The next Apple TV puts company in rare role: Playing catch-up

The last three years have sparked an explosion in both top-notch streaming video and the number of devices that deliver that video to your TV. Companies like Roku, Amazon and Google have introduced new products or upgraded them regularly, all while Apple TV largely sat on the sidelines. If new features for Apple TV, such as gaming, voice commands, universal search and a store with apps, feel like deja vu, that's because you can already find them in other products. Given the rumored price of $150 for the new Apple TV, rivals may also sell devices with similar bells and whistles at cheaper prices.

"What used to be a unique and tight hook for the Apple faithful is now generic," said Paul Erickson, an analyst of connected home devices for market researcher IHS.

This means Apple needs to spring some surprises. The reported new features of Apple TV may not be a complete list of what Apple will unveil on Wednesday when it hosts a fall event traditionally used to introduce new iPhones. Apple may also tweak the known Apple TV features to distinguish itself from competitors that beat it to the punch.

If Apple wants to maintain dominance, the company will need to work at it. Its dallying amid a surge in demand for streaming-media boxes means its status in the marketplace has begun to flag.

One of the first mainstream devices of its kind, Apple TV is a big seller worldwide. Apple has sold 25 million of the boxes in its lifetime, Chief Executive Tim Cook said in March. That beats Roku's 10 million total sold as of last year. Neither Google nor Amazon has released stats for their streaming devices, Chromecast and Fire TV, respectively

However, Apple TV has been slipping. Last year, its US sales fell to fourth place behind Roku, Chromecast and Fire TV, according to estimates from market researcher Parks Associates. 

From the article "The next Apple TV puts company in rare role: Playing catch-up" by Joan E. Solsman.

Previously In The News

Netflix Price Increase 2026: New Rates for Every Subscription Tier

Seven in ten viewers say the same ads repeat too often, making repetition the top complaint with ad-supported streaming, Parks Associates found (February 10, 2026).  Low-cost ad-supported plans...

Paid streaming for cheapskates is having a moment

“This is a lot of catalog content,” says Parks Associates entertainment research director Michael Goodman, using industry shorthand for titles making up Hollywood’s back catalogs. “There is not...

Adoption Of Smart Home Access Solutions Grows Across US

According to new research from Parks Associates, adoption of smart home access control solutions is increasing among US internet households. In “Access Control in the Smart Home: Locks and Garage Door...

Pennsylvania lawmakers make their first move to regulate data centers, as the industry booms

The average American household has at least 17 devices connected to the internet, according to market research firm Parks Associates. From the article, "Pennsylvania lawmakers make their first move...

Phone:
972-490-1113
Mailing Address:
2301 West Plano Parkway, Suite 210, Plano, TX 75075
Expertise
Smart Home: Management and Safety Consumer Electronics Connected Health and Wellness Connectivity and Mobility Small-to-medium Business (SMB) MDU
Services
Research Memberships Visibility Memberships Streaming Video Tracker Smart Home and Security Tracker Broadband Market Tracker Channel Analytics
Events
CONNECTIONS™ CONNECTIONS™ Summit/CES Smart Energy Summit Connected Health Summit Future Of Video Smart Spaces
Resources
Press Releases Analyst Blog Parks in the News
About Us
Overview Team Contact Us
Store
View Your Cart

Follow:

© 2023-2026 Parks Associates. All Rights Reserved. Privacy Policy

Design & Developed By Agency Partner Interactive