Amazon Planning March Launch for Apple TV Set-Top Box Competitor

by

In light of recent reports stating that Apple is hard at work on an Apple TV refresh, Amazon is allegedly readying a new Web TV box that would compete with Apple's set-top box and the Roku, according to Re/code. The report states that Amazon's new media streaming device could be available as soon as March.

amazon_logo
Similar to rumors that surfaced last year, this latest information claims Amazon's set-top box will tie into the company's Instant Video service and may support third-party content providers in a manner similar to the Apple TV and Roku.

A box is also a logical move for Amazon, which is investing heavily to build up a Web video catalog, and is starting to produce its own shows as well. An Amazon box will allow its customers to easily watch that stuff on their TVs; it should also give other content providers a chance to serve up their stuff via apps, in the way that Roku and Apple TV boxes do.

Sources tell me Amazon’s box is will be powered by Google’s Android operating system, which is also not a surprise — Amazon’s Kindle Fire tablets use a “forked” version of Android.

Re/code also speculates that Amazon's set-top box could contain a gaming component, noting that the company is looking to expand its Amazon Games Studio by hiring game developers who can "break down technology barriers and deliver experiences people have never seen before." This follows another recent rumor from VG247 that suggests the online retailer is working on an Android gaming console similar to the Ouya.

Amazon has stepped up its streaming content offerings in the past year, producing 14 original television pilots and using feedback to decide which get made into full shows, as well as spending significant amounts of money to secure exclusive rights to popular shows like Downton Abbey and The West Wing.

Currently, Amazon's Instant Video service is available on iPads and iPhones, the Xbox 360, the Nintendo Wii, the Sony Playstation 3, smart televisions from LG, Panasonic, Samsung, Sony, and Vizio, TiVo, the Roku box, as well as a number of Blu-ray players.

Popular Stories

iphone 16 apple intelligence

Apple Aiming to Release 'Breakthrough' New iPhone Accessory

Wednesday February 18, 2026 12:43 pm PST by
Apple is looking for a "breakthrough" with its push into wearable AI devices, including an "AirTag-sized pendant," according to Bloomberg's Mark Gurman. In a report this week, he said the pendant is reminiscent of the failed Humane AI Pin, but it would be an iPhone accessory rather than a standalone product. The pendant would feature an "always-on" camera and a microphone for Siri voice...
Read Full Article
Apple Announces Special Event in New York Feature

Apple Announces Special Event in New York, London, and Shanghai on March 4

Monday February 16, 2026 6:05 am PST by
Apple today announced a "special Apple Experience" in New York, London, and Shanghai, taking place on March 4, 2026 at 9:00am ET. Apple invited select members of the media to the event in three major cities around the world. It is simply described as a "special Apple Experience," and there is no further information about what it may entail. The invitation features a 3D Apple logo design...
Read Full Article • 195 comments
iphone 17 pro green

iPhone 17 Pro Max Curiously Becomes Most Traded-In Smartphone

Wednesday February 18, 2026 9:13 am PST by
New trade-in data indicates that Apple's iPhone 17 Pro Max has rapidly become the single most traded-in smartphone. According to a new report from SellCell, Apple's latest flagship iPhone has quickly risen to the top of the independent trade-in market, accounting for 11.5% of all devices appearing in the top-20 trade-in rankings just months after release. The analysis is based on SellCell...
Read Full Article • 200 comments
CarPlay Liquid Glass Dark

iOS 26.4's New CarPlay Video Feature Shown in Action

Wednesday February 18, 2026 9:29 am PST by
Back at WWDC 2025, Apple revealed that it was planning to allow CarPlay users to watch video via AirPlay in their vehicles while they are not driving, and the first beta of iOS 26.4 suggests the feature may be nearing availability. There are several new references to CarPlay video streaming functionality within the iOS 26.4 beta's source code. The feature is not yet visible to users, but...
Read Full Article • 57 comments
Multicolored Low Cost A18 Pro MacBook Feature

Low-Cost MacBook Expected on March 4 in These Colors

Wednesday February 18, 2026 5:42 am PST by
Apple will announce its rumored low-cost MacBook at its event on March 4, with the device coming in a selection of bold color options, according to a known leaker. Earlier this week, Apple announced a "special Apple Experience" for the media in New York, London, and Shanghai, taking place on March 4, 2026 at 9:00am ET. Posting on Weibo, the leaker known as "Instant Digital" said that the...
Read Full Article • 314 comments

Top Rated Comments

MattG Avatar
MattG
157 months ago
Ugggh...I just want one box that does it all. Wish ATV would just do Amazon Prime.
Score: 34 Votes (Like | Disagree)
GenesisST Avatar
GenesisST
157 months ago
The more the better. The faster cable companies loose power over distribution, the better.
Score: 27 Votes (Like | Disagree)
M
monty77
157 months ago
..hopefully this means Apple will finally give us the App store we've wanted for so long - letting Amazon get there first would be extremely unwise.
Score: 15 Votes (Like | Disagree)
A
alent1234
157 months ago
they banned my account with no warnings or notice and screwed over all my DIGITAL PURCHASES and bricked two kindles in the process. F them, even if you think your account would never get banned I want everyone to take note that they have the ability to mess you up real badly and what's worse screw over digital content that you supposedly OWN over issues that have no relationship to the digital purchases. Other than that, yeah, great idea, the market is screaming for yet another set top streaming media box.

i'm sure you had nothing to do with it
Score: 8 Votes (Like | Disagree)
japanime Avatar
japanime
157 months ago
And Roku will continue to quietly kick everyone else's butts.
Score: 8 Votes (Like | Disagree)
E
edk99
157 months ago
Incredibly it seems they make very little, therefore pay very little in tax.

http://www.theguardian.com/commentisfree/2013/may/16/amazon-tax-avoidance-profits

..massive uproar in the UK not so long ago as they were branded a tax cheat given their billions in turnover, press neglected to highlight that you don't pay tax on turnover only profit.
It always amazes me that people are quick to brand a company a "tax cheat" when in reality they are just following the rules put in place by the government. Until government changes the rules or they are caught red handed actually really cheating on their taxes then the peoples uproar should be with the government and not Amazon, Apple or google or any other large world wide company that legally takes advantage of tax laws to lower their tax exposure. They shouldn't have to give the government one penny more then they have to just like each one of us.
Score: 7 Votes (Like | Disagree)
Read All Comments