Analyst: Amazon Fire TV might wow Gary Busey, but Apple needn’t worry

“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.

Related articles:
Amazon Fire TV vs. Apple TV vs. Roku vs. Chromecast – April 2, 2014
Amazon launches $99 ‘Fire TV’ hoping to rival market-leading Apple TV – April 2, 2014
Apple TV sales topped $1 bilion in 2013, becoming Apple’s fastest growing hardware – February 28, 2014
Tim Cook and Apple TV: A ‘hobby’ no longer – October 7, 2013
Apple TV dominates digital media receiver market with 71% share – May 29, 2013


  1. Amazon Fire TV looks well-engineered. But it is evolutionary, not revolutionary.

    The reason Apple is taking its time preparing the next AppleTV is that it will be a revolution, not an evolution. Prepare to have your socks blown off… eventually.

    1. Agreed, but I wouldn’t even go that far. There’s nothing here that Apple couldn’t have done two years ago.

      Apple TV’s hardware and software upgrades have been minimal for a reason; Apple’s hiding their hand and will play it when they have the hardware, software, content, and services ready to go.

      I believe Apple’s new vision for the Apple TV was first realized when they switched over from OS X/Intel to iOS/ARM more than three years ago. They’ve been putting the pieces together ever since then; data centers, 64-bit processor, motion tracking, content deals, etc.

  2. There’s definitely anti-Apple bias in this “reporting”. When he talks about Amazon’s reach, he fails to mention Apple, which is an order of magnitude higher; while Amazon might have tens of millions of customers and credit cards, iTunes has hundreds of millions.

    As far as content sales, Amazon is a distant second to iTunes. Apple could literally undercut everyone in the industry – ya know, just like Amazon does with ebooks. Unfortunately, the DoJ would probably sue Apple for it.

  3. The pundits voraciously complain of Apple not coming out with new products but no one writes anything about “Amazon Fire TV, the company’s first hardware product since it rolled out the Kindle Fire tablet three years ago,…”

  4. I’ll wait to see what the tech verdict is (probably inferior to Apple, but I could be wrong).

    But that commercial? Brilliant.

    Those uncomfortable pauses were *just right*. The scenery-chewing? Marvelous.

  5. I wonder who at Amazon thought associating their new product with a hopelessly addicted substance abuser was a good idea. The new slogan must be “Hey look at how easy our product is to use by this human derelict, it’s gotta be a piece of cake for you!”. Brilliant.

    Why not just say “Hey, we corporate big-wigs think our customers are all stupid, but buy our product anyway”.

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