Concept: How Apple could differentiate the Apple TV and supercharge tvOS in the process

Unlike the smartphone market, the streaming box market is chock full of competition. Apple joined the fray in 2007 with the first generation Apple TV but things didn’t really pick up until the second generation model in 2010. Along the way, Apple had to contend with new competitors like Roku, Amazon’s Fire streaming devices, Google’s TV efforts, and other smart TV operating systems like webOS on LG TVs. This isn’t even to mention indirect competition from game consoles like the Xbox and Playstation. In 2020, Apple TV 4K and Apple TV HD are by far the most expensive streaming boxes. But unlike other Apple products, the Apple TV doesn’t do much to justify the premium.

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