I think it just boils down to the price. The Black Friday price for a fire stick is around $20 whereas that for an Apple TV is around $149. So Apple is charging around 7.5x for the hardware. This is on top of whatever streaming fees that you will pay each month. Of course if you have the bandwidth to pay about 7x for streaming hardware, then go for the Apple TV.

There is a reason why fire stick and Android TV is more popular in the developing world. One reason is the cost , the second is the ability to load 3rd party apps that sometimes allow access to torrent files and other pirated media.