The iTunes Extra revamp is also timely because Apple TV is falling behind competitor Roku in the streaming media player race. In U.S. broadband homes with a streaming media player, 44% used Roku the most in 2013, while 26% used Apple TV, according to research firm Parks Associates. That's a larger gap than in 2012 when Roku had a 37% share vs. Apple TV's 24%.

Last year, Roku accounted for nearly one-half (46%) of all streaming media players sold in the U.S., compared with Apple, which sold 26%.

Roku has built its lead because it's more affordable ($49-up vs. $99 for Apple TV) and has an "all-you-can-eat" strategy of channels — some, such as Netflix, with monthly fees, as opposed to Apple TV's per-purchase fee model, says Barbara Kraus, Parks Associates' director of research. "The large number of channels — more than 1,700 — compared with Apple TV appeals to consumer purchasing instincts to get more-for-less or more-for-the-same," she says.

Perhaps Apple's increased focus on movies for Apple TV will earn it a wider release, too.

From the article "Cutting the Cord: Apple TV lands 'Snowpiercer' extras" by Mike Snider.

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