Despite Apple highlighting developments for improving the user experience on its new Apple TV, there has yet to be a clear direction as to how the device can create new gaming experiences compared with other hardware applications, which as a result, will not lead to serious concerns for video game units from Sony and Microsoft, according to Digitimes Research.

Advancements with touch control and voice activation features coupled with tvOS will give the Apple TV an advantage in the OTT and smart TV markets due to the access and variety in content viewing through apps. Apple however did not elaborate as to whether it expects the gaming industry to shift to such platforms and what advantages the TV box has over gaming consoles.

The Apple TV is expected to see steady sales due to competitive pricing and due to the device's overall app services that are expected to spur a shift in content viewing behavior, said Digitimes Research.