Apple Inc. (NASDAQ:AAPL) was among the first large players in the Over The Top (OTT) content market with its Apple TV, but it is losing the early movers’ advantage to Google Inc (NASDAQ:GOOGL)’s Android TV and Amazon.com, Inc. (NASDAQ:AMZN)’s Fire TV. Strategy Analytics recently released a service report in association with Connected Home Devices (CHD), ‘CE Vendor Quarterly Analysis Apple (AAPL): Q2 2014’ that elaborated on the issue.
The key finding from the report was Apple Inc. (NASDAQ:AAPL)’s Apple TV sales growth has reduced to 12% annually, at an estimated 1.9 million units sold in the second quarter of 2014. The report also highlighted that OTT Streamer shipments are forecast to rise BY 54% in 2014, which is a good news for new players like Google Inc (NASDAQ:GOOGL) and Amazon.com, Inc. (NASDAQ:AMZN). Apple Inc. (NASDAQ:AAPL) has already lost almost 10% of its market share in the OTT segment from 38 percent in 2012 down to 27 percent in 2014, as the report highlighted.
“Google Inc (NASDAQ:GOOGL) and Amazon.com, Inc. (NASDAQ:AMZN) have staked their claims on the OTT Streamer segment and now the ageing Apple TV is lacking features like voice control, gaming support, and most of all, an open app store. Many of those features are rumored to be part of the next generation Apple TV, but delays are impeding its chance to succeed before Google Inc (NASDAQ:GOOGL)’s Android TV and Amazon.com, Inc. (NASDAQ:AMZN)’s Fire TV grab a foothold in the market,” David Watkins, Service Director, Connected Home Devices, said.
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