i havent known much about apple tv, not sure how popular their gadget is but roku is economical choice for most. I am not sure if appletv+ service is head to head against roku but today's announcement concided with big drop in ROKU. Analyst's justification is due to appltv+ announcement pitting against ROKU but I am in doubt since 1st being it is analyst's opinion and secondly, the proliferation of appletv gadget is not happening as fast as roku tv and gadgets and through that medium, the ad money really start or should start bringing in cash to ROKU.