I am not a major part of the Apple ecosystem, so the Roku Ultra I have in my home theater would be adequate for my needs. I bought the Apple TV 4K quite awhile ago for two main reasons: (1) my Ultra was extremely buggy at the time, as every new firmware release seemed to fix one issue and create two new ones (it's been stable for many months now, though), and (2) I wanted to be able to take advantage of buying films and TV series via Apple's store, as they have the best bargains out there, IMO. I used Amazon credits to buy the Apple device, so it didn't cost me anything out of pocket, either. The only other Apple product I currently own is an iPad, and I went with that instead of an Android tablet because (1) it was replacing an old iPad2 I had won through my employer (but it was getting sluggish and did not hold a charge very well anymore), and (2) I got it for $120 through a deal at Comcast. We have Windows PC's and Android smartphones.