Apple TV is now second only to Amazon Fire TV in 4K streaming device sales

3 weeks ago by Joshua Fruhlinger in Trends

Most TVs sold today are 4K UHD, the 2160-line resolution that's quickly replacing HD (high definition). All major streaming services — Netflix, iTunes, Prime Video, Fandango Now — offer content in 4K resolution, and you'd have a hard time even finding a standard high-definition television at your nearby electronics store or favorite e-commerce site. As Black Friday and Cyber Monday approach, when consumers will be able to grab a 4K TV for less than $300, even more will be installing these new TVs for the holidays.

And once consumers have their shiny new 4K TVs installed, they'll be looking for ways to feast on some fresh UHD content. In many cases, that will mean investing in a 4K streaming device from Amazon ($NASDAQ:AMZN), Apple ($NASDAQ:AAPL), Google ($NASDAQ:GOOG), or others.

According to sales-rank data we track at Best Buy ($NYSE:BBY), Amazon has taken the clear lead with Apple TV a close second. The Fire Stick is an inexpensive way to get into 4K streaming at just $35. And despite the Apple TV's higher cost compared to the others in this list, people appear to be turning to Apple for its ease of use and integration with other Apple and iCloud devices.

Name

Brand

UPC

Category Rank

Price

Amazon - Fire TV Stick 4K with All-New Alexa Voice Remote, Streaming Media Player - Black

Amazon

841667144719

82

34.99

Apple - Apple TV 4K - 32GB (latest model) - Black

Apple

190198463845

195

179.99

Roku - Premiere 4K Streaming Media Player - Black

Roku

829610002941

218

39.99

Roku - Ultra 4K Streaming Media Player with JBL Headphones and Enhanced Voice Remote - Black

Roku

829610002996

379

99.99

Apple - Apple TV 4K - 64GB (latest model) - Black

Apple

190198463531

469

199.99

Google - Chromecast Ultra 4K Streaming Media Player - Black

Google

811571018284

532

69.99

Amazon - Fire TV Cube 4K Streaming Media Player with Alexa and All-New Alexa Voice Remote - Black

Amazon

841667173757

1805

59.99

After the Apple TV, the $39 Roku Premiere 4K ranks well and has become a fan favorite with its ease-of-use.

Apple has historically struggled with its Apple TV devices. When the units first hit the market, consumers weren't quite ready for streaming, and the content choices weren't there. But now that 4K TVs are ubiquitous and Apple has made its iTunes ecosystem relatively seamless, it appears the Apple TV 4K is becoming the go-to device... For now.

It wasn't always this way — in fact, the Apple TV 4K has only been on the market for a little over a year. As the graph above shows, when zoomed out, the 4K race is has been a fluctuating affair. But now with the latest device revisions and 4K TV's market penetration, it appears sales are learning in Apple's direction.

Joshua Fruhlinger

Joshua has been writing about technology, lifestyle, and business for over 20 years. He's one of the original writers and editors for Engadget, and still writes a...

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