Amazon Fire TV is selling better than Apple TV by Kia Kokalitcheva @FortuneMagazine August 21, 2015, 2:22 PM EDT E-mail Tweet Facebook Linkedin Share icons If recently released data from Parks Associates is correct, Apple TV slipped down from third to fourth place in the rankings of the most popular streaming media device based on U.S. sales for 2014. The reason for Apple TV’s fall? Amazon’s Fire TV and Fire Stick, introduced last year. According to the data, Roku is currently in the top spot with 34% of the market, followed by Google’s Chromecast with 23%. As 9to5Mac points out, however, the rumors of an upcoming new version of Apple TV likely had an impact on sales with some consumers opting to wait for the new model. According to rumors, Apple will unveil a new model at its press event on September 9, alongside a new iPhone, a new iPad, and more. Together, these companies share 86% of the U.S. market in terms of sales. However, only 20% of American households own and regularly use one of these devices, showing that adoption still has ways to go.