J.M. Gitlin of Ars Technica writes: "Previously, I looked at the Apple TV in isolation, to see how it fits as a digital hub. Apple isn't the only company that wants to have its device at the center of your home entertainment though, nor the only ones who want its storefront to be the one you use to download TV and movies. So in this next installment, I shall compare the Apple TV to what I think will be its closest rival, the Microsoft Xbox 360. Yes, you read that right. I am going to compare a game console with the Apple TV, but the comparison is not as far fetched as you might think. Both have storefronts where you can download TV episodes and movies. Both will rent you content in both HD and SD, and both will let you stream your own media through them to your TV and speakers."