Abuility to potentially dl and run apps on the device is interesting, but again, still not really a game changer, 5 years into its run and its outdone basically by $50 or less ROKU players.
Maybe Apple has some magic up their sleeve, but so far this device is just a red haired step child. I’m sure it was created originally at a time when Apple thought getting into streaming wasn’t a bad long term play, but its execution is beyond lackluster. I’m sure they tought they could do to the video world what they did with the music world, and it just hasn’t played out that way, and likely won’t play out that way.
Audio wise no one would avoid ITUNES if trying to distribute tunage, video, being on iTunes is just one of dozens of distribution options and not a huge one in terms of revenue for you either.
I think this thing started out with visions of being the video version of the iPod, but Apple underestimated greatly the video distribution world, both froma production and consumption side. Its okay, Apple can make mistakes, they aren’t Gods, no matter what their PR and rabbid fans may think.
Apple TV is as you admit behind ROKU 5 years into its existance. When even the company that makes the thing calls it a “Hobby” repeadly its not really a product with a purpose. I think the thing sells on the back of its brand over anything else, which is fine, but I really don’t see or get this thing.
Maybe someday It’ll have a distinct reason to exist, other than to sell folks who love Apple an overpriced ROKU player, or something their game systems and BLUE RAY players usually do out of the box, but for now, its really just fanboy toy with no real distinct market justification.
The list price on the lowest Roku player capable of 1080p is $79.99, not less than $50.
And I'm certainly not going to knock Roku... as I mentioned earlier, it's still in the running for when I ditch cable/satellite (but that's over a year away still, sadly, due to contract commitments). But where it out-does the ATV is primarily in the number of "channels" offered, the major of I have no interest in (Amazon instant video would probably be the biggest exception, as a potential replacement for Netflix for me).
The real selling point for me would be if either (or both) system offered access to the live events I'd want to see (such as the existing NBA, MLB, and NHL packages).