Real Life comparison of Amazon Fire Stick 4k vs Apple TV 4k?

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I'd be interested in your thoughts and advice on deciding between the Amazon Fire Stick (which I currently use and am very happy with) and the Apple TV 4k?

I watch very little live TV, mostly watching Netflix and Prime, but I've heard good things about Apple TV's offerings? I don't actually have a 4k TV at the moment, but hope to pick one up next year.

I've received a free Apple TV 4k and 12 month subscription for signing up to Vodafone broadband, but I'm tempted to just flog it. Unless it would be a good upgrade to the Firestick?
 
I agree there is a degree of subjectivity with regard to content, but it's also how it's delivered. Again, that will be subjective too. Peoples experiences, however subjective, are still useful. Experiences from real people, not paid reviewers, add another perspective.
 
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