A cheaper Apple TV device that competes with Amazon Fire TV and Roku could hit the market later this year. Apple currently sells three Apple TV models, led by the Apple TV 4K 64GB version that costs $199 in the U.S. The company also sells a 32GB model of the same device for $179, while the older Apple TV HD comes with a $149 price tag. While their prices are significantly higher than that of the competition, Apple TV devices also come with features like HDR10 and Dolby Vision, as well as access to services like Apple TV Plus, Apple Music, and Apple Fitness Plus.
There are many streaming devices available in the market, with Amazon and Roku among the most popular ones. There are plenty of models on offer from both of them, and most are substantially cheaper than Apple TV. For example, Amazon's 2021 Fire TV Stick 4K Max is priced at just $54.99, while Roku streaming players start at just $29.99. Although Apple's prices have traditionally been at a premium, the company is now apparently getting serious about competing with the mainstream players at more pocket-friendly prices.
A Tweet on Friday by TF International Securities analyst and reliable tipster Ming-Chi Kuo claims that Apple is planning to release a cheaper version of its Apple TV hardware soon. According to Kuo, the new version of the Apple TV that "improves cost structure" will be launched in the second half of this year. The Tweet did not reveal anything more about the upcoming hardware, but claimed that the company's strategy of "integrating hardware, content, and service amid the recession will help close the gap with its competitors."
A Cheaper Apple TV Device
It's not immediately clear how the new Apple TV device will be priced at, but an Apple TV stick that costs around $99 (or lower) with support for 4K and AirPlay 2 could give its competitors a run for their money. Apple is also reportedly looking to restructure its services business to focus more on its streaming platforms, and a cheaper Apple TV device would fit right in with that agenda.
Meanwhile, Apple has a lot more on its hands than just the next-gen Apple TV. The company is working on its iPhone 14 lineup that's expected to be released later this year, as well as a mixed reality headset that reportedly got delayed until next year. Apple is also said to be working on a new MacBook Air with a bigger screen to be released in 2023.
Source: Ming-Chi Kuo/Twitter