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Ruko, a former property of Netflix, recently released a second version of their streaming media player. The new player now allows users to play some games on the TV.

While the new set-top box features looks interesting, the shape of the case looks very familiar. Why did Roku redesign their case to make it look like one of their competitor's cases?

Here is a picture of the old Ruko box.

Here is a picture of the Apple TV.

Here is a picture of the new Roku box.

While the two are not exactly the same, the new Roku design looks to be intentional. There are plenty of other cool and interesting styles and colors Roku could have choosen to build their new design, so why the attempt to be an Apple TV wanna-be? Are they hoping people will confuse the two and buy a Ruko instead? I sure hope not, for both companies sake. Roku has enough features to carve out a nice place in the market for itself, and they should build brand recognition by creating a different box instead of trying to be just another Apple TV clone. There are plenty of designers out there who can build cool boxes. Perhaps Roku needs to hire some new blood.

While the Boxee box looks odd, at least they are trying to make something different. Patents and Copyright protection are one thing, but copying someone else's style does not help consumers, nor does it do the company any good. Why does the technology industry have this need to just copy Apple's industrial design and style? Perhaps the Apple TV is doing more damage to Roku and the general set-top market than people realize?...

But please, for the sake of consumers (Apple and non-Apple), create your own style. 

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