Effectively, the market for TVs and add-on streamers has been reduced to three platforms, if you're not going with LG or Samsung: Roku, Google TV, and Apple's tvOS, the last delivered via the Apple TV 4K. Amazon would beg to differ, naturally -- you can still buy plenty of Fire devices. But the Fire OS platform is very Amazon-centric, to the point that there's not much reason to use it unless you're subscribed to Prime Video inside an Alexa-equipped smart home.
Source : https://www.pocket-lint.com/reason-you-should-use-an-apple-tv-instead-of-roku-or-google-tv/
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