Apple's TV has lost traction versus rival Google's smaller Chromecast stick. And while Apple might make up a little room if it announces a fifth-generation Apple TV at Monday's Worldwide Developers Conference (and launches it soon after), there are plenty of rumors that suggest the event isn't going to have any big hardware announcements whatsoever. So, Apple might be stuck chugging along a bit longer while Google's Chromecast continues its sprint.

According to a recent report from IHS, the Chromecast has struggled to beat the Apple TV throughout much of its life so far. However, the tides finally turned in Google's favor in the first quarter of the year, where IHS figures put Chromecast sales at 3.2 million to the Apple TV's 1.7 million.

As for why, IHS maintains that Google has been pushing a much different (and seemingly more successful) strategy for selling its streaming stick than Apple's marketing for its media box. And you can probably even guess what that is: the Chromecast, at $35, has incredible mass-market appeal, and it is priced low enough that even those who are not quite sure if they'll use one very much might be tempted to pick one up. It's simple. A Chromecast doesn't even need a specialized UI or remote for you to use itjust your phone or tablet and, of course, Chromecast-compatible apps.

"The Apple TV, starting at $149, has inexorably been shuttled into the segment's top end. The device is now positioned as a premium hub that appeals to consumers of digital video, to casual gamers and to iOS owners who are intrinsically attracted to Apple's singular user-interface," reads IHS' report.

That said, the significant price delta (and different features) between the two devices does skew an apples-to-apples comparison a bit. It's like saying Android devices are obliterating iOS devices in salesa true statement, but one that conceals the simple fact that there are many manufacturers making many Android devices, but only one manufacturer making iOS devices.

IHS also expects that this trendthe Chromecast beating the Apple TV in salesis likely to persist, though the firm didn't share any estimates on what an updated Apple TV might be able to do for the company's sales, if anything.

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