Don't expect any price cuts on the latest Apple TV over Christmas and new year, but Apple would still like to remind people that it represents their vision of the Future of Television. Just don't mention 4K support, okay! Or, Amazon Video, although an app is supposed to be on the way, that would get the Apple device back on Amazon's store.
While I'd guess it is lagging sales of Chromecast and Amazon Fire sticks, there's still huge potential in Apple TV, so expect the company to keep pushing it gently, with a major smart home push likely after CES in January.