Here's why Apple is Apple and other companies aren't. You know when you buy a new Apple product it's got that little plastic film around it? And you know how it's got a little tab that you pull to magically release the plastic cover and free your wonderful new device? Happy endorphins blasting inside your brain making you happy! The folks at Roku must have thought that little wrapper was the key to success. Only they forgot the tab. I haplessly searched for the end of the plastic and try in vain to peel up the corners to get that freakin' plastic off. (for Apple it's a well thought out extra, there to protect my beautiful new product....for Roku, it's "that freakin' plastic).
They're both beautiful devices. There's no detail too small when creating a good user experience.