Apple TV sales growth has slowed significantly this year, down to a 12 percent annual growth rate at an estimated 1.9 million units sold in Q2 2014 according to Strategy Analytics Connected Home Devices (CHD) service report, “CE Vendor Quarterly Analysis Apple (AAPL): Q2 2014.”
Overall Strategy Analytics estimates that Apple TV market share in the OTT Streamer segment has fallen about 10 points from 38 percent in 2012 down to 27 percent in 2014.
The report also finds that OTT Streamer shipments are forecast to rise 54 percent in 2014, reflecting strong demand for affordable delivery of OTT content on TV screens.
“Google and Amazon have staked their claims on the OTT Streamer segment and now the aging Apple TV is lacking features like voice control, gaming support, and most of all, an open app store,” explains David Watkins, Service Director, Connected Home Devices. “Many of those features are rumoured to be part of the next generation Apple TV, but delays are impeding its chance to succeed before Google’s Android TV and Amazon’s Fire TV grab a foothold in the market.”
Eric Smith, Analyst, Connected Home Devices adds: ”To be fair, the next generation Apple TV would be revolutionary if Apple’s negotiations with service providers like Comcast clear the way for 4K video delivery or integrated Pay TV and OTT delivery through a single box. To the latter point, technology giants like Intel have unsuccessfully spent hundreds of millions of dollars to break into the Pay TV business; convincing Pay TV providers and content owners to share control of lucrative video content with non-traditional players will continue to be challenging.”
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