“To launch its new set-top box, Amazon turned to actor Gary Busey, who, in in a quirky promotional video, makes this declaration: ‘It’s frustrating when things don’t listen — especially high-tech things,'” Ben Pimentel reports for MarketWatch. “Amazon Fire TV, the company’s first hardware product since it rolled out the Kindle Fire tablet three years ago, is entering an increasingly competitive arena featuring such products as Roku, Apple’s Apple TV and Google Inc.’s Chromecast.”

MacDailyNews Take: Why does Roku consistently get listed first when Apple’s Apple TV leads the streaming device market? Answer: Anti-Apple bias, conscious or unconscious.

“Should those incumbent players worry? Not really, according to Forrester analyst Jim Nail, who says that, based on an examination of the device itself, Amazon Fire TV ‘is kind of a run-of-the-mill, undifferentiated offering compared to those other guys,'” Pimentel reports. “But Amazon Fire TV could have a potential advantage, he said: Amazon’s reach. ‘What Amazon has that certainly Roku and even Google don’t have are the customer relationships and the credit-card numbers of those tens of millions of people who shop with them already.'”

Pimentel reports, But outside of those customers, he said, ‘there’s nothing compelling to pick this box over those other boxes.'”

Read more in the full article here.

MacDailyNews Take: Apple TV offers more than competitors do.

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