Fact is Apple TVs are likely to get better and more features including new ones because they're under active development and most will get 6+ years of tvOS updates with those new features whereas the NVIDIA shield is stuck in time, no new development has been apparent for years.

Unlike AppleTV which is important to Apple's home ecosystem of devices (including homepods, various home devices, iphone integration with on-screen video calling) and thus less likely to have development stopped, the shield is just another androidtv platform among a sea of them and poses no larger risk to NVIDIA products and loyalty if discontinued. And likely the only reason it isn't discontinued is they can sit on it, reap increasingly lowered costs as profit and just sell it at the same price without investing anything in it further.

If NVIDIA shields were at least permanent price-dropped by 30% they'd at least be competitive on price even if stagnant but the asking price is unacceptably high.

If you want expensive, premium non-Apple streaming products then buy a Dune-HD, they at least silo things like a plex install via virtualization away from the androidtv google stuff so privacy is maximized via their customized linux container. They also have excellent support and are constantly and actively improving their products including offering AV1 support, frame-rate switching without flicker, and so on. They have a model at $199 for equivalent product to the shield pro but it comes with WiFi 6, av1 support, and the ability to run all kinds of services with absolute ease as well as an internal bay for a 2.5" hard drive and optical audio outs. It has a linux container which has the ability to install and run a torrent client, various other services, including I believe plex, SMB sharing (already present by default I think). You can also install android apps on the model I mentioned.