Amazon makes its money from online retail and Amazon web services, while Google makes its money from search. They are going to take market share from the iPhone, which is Apple's money making machine. With no new products, Apple's profit will shrink.
Apple still has not revealed their smart watch or smart TV. There is no guarantee that Apple will produce anything better, if at all. Apple is no longer the leader that it once was. It can't even decide on a bigger screen iPhone.
Roku consoles are still the market leader here. Many brands have adopted the Roku interface in their smart TVs. Apple TV is good only when you buy a lot of media from iTunes. But then Android share is way higher than that of IOS.