I'm with AMR, the ATV seems much more polished, and has some advantages in a house with iPhones. Also has Atmos support for Netflix which for some reason Roku lacks.
Definitely see the miniapp integration aspect from the side of an installer. Do it once and it's done. And works. Every time.
Here is hoping Apple will open things up a bit more but I'm guessing there isn't any real incentive since we are .000001% of their customers. Sure would like Siri on a C4 remote.