New Apple TV beats Roku at its own game

“I’d like to create an integrated television set that is completely easy to use. It would be seamlessly synced with all of your devices and with iCloud. It will have the simplest user interface you could imagine. I finally cracked it.” — Steve Jobs, from Walter Isaacson’s biography.

Apple’s latest incarnation of its Apple TV set-top box doesn’t quite deliver on the bombastic promises of Apple’s late, great founder, but it definitely proves that what was once merely “a hobby” for the company is now a very serious part of its strategy to control every aspect of our digital lives.