The fam is shaming me because it's significantly more expensive than an Amazon Fire Stick.
Honestly, get what device works for you.
Amazon, Roku, and Apple all make terrific products. What it should come down to is this:
* Do you want a plug and play experience? Are you happy with paying a premium for it and sticking with Apple approved and curated content?
** Apple TV is probably for you.
* Do you have amazon prime and want to make the most of your prime membership?
** Fire stick/tv is probably for you
* Do you prize access to any kind of content above all else? Do you appreciate value?
** Roku is probably for you
If you already have a lot of itunes music and video, then it makes sense for you to want to stay within that ecosystem. Apple will even sweeten the deal by giving you free access to 4k versions of videos you've bought in lower resolutions. NO ONE ELSE IS OFFERING THIS. But the free resoution upgrade only works on Apple TV. Just remember Apple is a walled garden. Apple and Amazon/Google are known to get into brand wars from time to time. This means access to things like Amazon Prime video and Youtube come and go during these conflicts.
Firestick/TV. A solid product. Amazon/Google are known to get into brand wars from time to time. This means things like Youtube come and go during these conflicts. You won't be able to access your apple content.
Roku. Another solid product with serveral high end and value options. Does not play favorites so every channel (youtube, amazon video, etc) is always available (bring your own subscriptions). You won't be able to access your apple content.
Don't let anyone shame you into product A/B/C decide which fits your tastes best. Get that and don't look back.
Disclaimer: I work for one of the above companies. My comments are my own oppinion and do not reflect an official stance by any the above companies.