I think Amazon and Apple have somewhat different target-audiences. Amazon simply tries to get into every home as cheaply as possible with no real ecosystem for an entire family or home so they can have Alexa do the passive income for the business. Apple on the other hand plays the ecosystem game at premium quality and premium prices. Apple knows well that if they ever built a TV, barely anyone would buy it, because the screen quality they aim for and thus the price (look at the old Thunderbolt monitor) is just too high for the average consumer who just wants to binge something, so they leave that part up to the customer, while offering a small affordable (yeah, really, in the grand scheme of things, the Apple TV is cheap) means to connect to the Apple ecosystem via an existing TV set. Honestly, I think that everything Amazon builds is borderline "Wish.com" quality and quite disposable with poor resale value. Quite frankly, Apple plays the quality game, Amazon plays the numbers game, and you know what? It's a big enough world for both to thrive in - which they clearly do. 😊