With Siri voice control and the firm's new TV app, Apple TV might be one of the most high tech streaming boxes around. But that's not currying much favour with consumers, as sales are tanking.
That's according to market research firm eMarketer. Its figures show Apple's streaming box of tricks is used by just 11.9 per cent of connected TV customers in the US. That's down from the 12.5 per cent market share Apple held last September, and the 12.6 per cent it had in 2015.
According to eMarketer, Apple TV "is at the bottom of the US connected TV market, behind Google Chromecast and Roku, with its share shrinking."
Even worse for Apple, arch rival Google's share of the connected TV market is growing. Its Chromecast dongle now has 19.9 per cent of the market, up from 18.4 per cent in September and 16.2 per cent in 2015.
It's likely Chromecast's low price of just £30 has helped its sales. But with a retail price starting at £139, Apple TV is probably a lot more profitable than Google's device.
Despite these lagging sales, Apple is still investing heavily in TV. It's said to have its own TV streaming service in the pipeline. The iPhone maker is also rumoured to be ramping up original content this year, so expect more Apple-made TV shows and films on the way.