Apple TV and Fire TV differ in several aspects.  Firstly, Apple TV integrates seamlessly with the Apple ecosystem, offering a cohesive user experience.` In contrast, Fire TV is tightly integrated with Amazon's ecosystem.  Secondly, Apple TV emphasizes high-quality content and supports 4K and HDR. But, Fire TV offers a wide range of streaming options and features Alexa voice control.  However, both platforms provide app stores and diverse entertainment options.