Because they’re in last place for TV appliances:
http://www.techradar.com/news/television/apple-tv-slips-behind-amazon-roku-and-google-in-set-top-sales-1302562
Only in the last month or so. . . because the rumors of a major upgrade. Who in their right mind, aware that Apple is going to do a major upgrade, is going to buy the old version, when a new model, with major new features is coming out, most likely at the same price, next month or thereabouts? Not a smart buyer. It happens overtime new Apple products are due for refreshes. Use your head for more than a hatrack, discostu, you are smarter than going for the obvious FUD published three days ago, during the three weeks lead up FUD Season that precedes every Apple product announcement.