Apple does allow this, they just have to be in the correct format and loaded into iTunes on you computer.  If your computers iTunes and the AppleTV are on the same network you can watch whatever video you have loaded.  I do this all the time.  It&#x27;s probably not as easy as the Roku (I assume the Roku allows the playback of a larger variety of codecs) but for me it works perfect as I encode everything in h264 anyway to use for pitches, mood boards, etc as an editor working in advertising (where the majority of creative uses macs).