Roku: Some people like to live in Apple land - if you don't, pick us - Pocket-lint (click for full article) "Clive Hudson, the European head of Roku, has told Pocket-lint that his new streaming box, the Roku 2 XS which launched in the UK last month, is great for people who don't want to go down the Apple path. "You would buy our box over the Apple TV because it is not an Apple," he explained. "Some people like to live in Apple land and some people don't. We cater for that second category of people. We have a more open platform that people can develop for. We have a lot more local content. We aren't quite as prescriptive in what you can and can't watch." In our exclusive chat, Hudson also had harsh words for the company's perceived third competitor, Google TV. He and Anthony Wood, Roku's founder and CEO, aren't really that concerned about their other rival, it seems. "The suspicion about Google TV is that it is always going to be clunky and technical. And not quiet as easy or intuitive as Roku or Apple TV," Hudson told us. "Our product is about what you leave out of it, rather than what you put in it. We make it very easy to use. It doesn't have a web browser for example, because we want to provide people with a safe experience." It's an experience so enjoyed, says Roku, that alongside Apple it commands around 95 per cent of the market. "In the US, we outsell Apple," said Wood. And the company hopes to mirror that success elsewhere around the globe."