The way I see it, and coming from the perspective of someone who has Roku, is that the way that they would jip you would likely be the other way around, chances are that the Amazon box won’t have an iTunes channel. I am going to take a wild guess at that based on the fact that the Roku I have does not support iTunes, there is a freeware converter that allows you to get your iTunes media and music on to format with your google library, but not including iTunes is how I would be willing to bet that they would give the sucker punch to their competition. I am pushing and campaigning with my wife to make our next box an Apple TV though, because it’s worth the extra 25 bucks.
The Apple TV is worth it, if you’re already part of the Apple ecosystem. The pictures you take with your iOS devices show up on Apple TV, you can view your movies and music you got on your iPhone and iPad, on your Apple TV. If you take a video with your iPhone, you can “beam it” (so to speak) over to the Apple TV to view on your big screen. If you have an app on an iPad, viewing a movie, it can be handed off to the Apple TV.
Apple TV is definitely part of the Apple ecosystem.