“Apple will launch a new version of Apple TV that improves cost structure in 2H22. I think that Apple’s aggressive strategy of integrating hardware, content, and service amid the recession will help close the gap with its competitors,” the analyst tweeted on Friday.
— ??? (Ming-Chi Kuo) (@mingchikuo) May 13, 2022 Currently, a 32GB Apple TV HD from 2015 is priced at $149, while the Apple TV 4K released last year with 32GB storage starts at $179, and the 64GB model costs $199. These costs are significantly higher than that of Apple’s competitors like Chromecast and Roku streaming sticks which are available for below $50. Although Kuo did not divulge any other details surrounding the hardware or the cost of the new rumored Apple TV, he believes that Apple is looking to come as close to its competitors by offering its own cheap digital media player. While the Apple TV app and Apple TV+ are already available on other streaming devices like the Fire TV, Roku, and Android TV, the experience it provides is not up to the mark as compared to the tvOS platform. If the Cupertino giant comes out with its own cheaper version of Apple TV, not only will it be able to expand its market share but also attract more subscribers to the streaming service. The new device is rumored to arrive in the second half of 2022. If this rumor is true, we will definitely get to know by then. Until then keep watching this space for more updates!
