If you’ve been waiting for a cheaper Apple TV, you may not have to wait much longer. On Friday, TF International Securities analyst Ming-Chi Kuo he said in a tweet what will apple launch a new model of Apple TV which “improves the cost structure” in the second half of 2022. According to Kuo, Apple wants to close the gap with its competitors.
Cheaper Apple TV is coming this fall
Apple currently sells three models of Apple TV on its website and in its retail stores. First is the Apple TV 4K, which comes with 32GB of storage for $179 and 64GB for $199. It is still one of the most powerful streaming players on the market more than a year after its launch last April. Also, Apple sells the apple tv high definition with 32GB of storage for $149. It’s a solid piece of hardware, but at $149, it’s a terrible deal in an increasingly crowded market.
Just this week, Roku announced that it will now include its Voice Remote Pro in the box with its high-end Roku Ultra. The Roku Ultra supports 4K, HDR, Dolby Vision, and Dolby Atmos, all for $100. Just to emphasize the point, it’s $50 cheaper than Apple’s 1080p player and $80 cheaper than its cheapest 4K model. Unless you’re absolutely committed to the Apple ecosystem, it’s a pretty tough sell, especially in this economy:
As powerful and elegant as Apple TV could be, its market share it has lagged behind Roku and Amazon for years. Apple often takes its sweet time bringing more affordable versions of its most popular products to market. For example, the iPhone SE came out almost a decade after the first iPhone. But if Apple wants to bring tvOS to more homes, it needs to expand its offering to include a more competitively priced device.
When is the next Apple TV coming out?
Unfortunately, Kuo didn’t share any details about what such a device might look like or how much it will cost. All we know is that it will be cheaper than the Apple TV 4K, which starts at $179. Will it be a streaming stick similar to Amazon’s Fire TV Stick? Will it completely replace the aging Apple TV HD? Will it be able to stream content in 4K?
We don’t have the answers to any of these questions, but if Apple is going to release a more affordable Apple TV, it must do so without making Apple TV 4K obsolete. The real question is what the company will be willing to compromise to make this device a reality. Whatever the case may be, with all the trouble Apple has had keeping everything under wraps lately, we’ll probably learn more about the product long before Apple announces it.
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