An Apple TV that truly competes with Roku and Amazon could be on the market by the end of the year. According to analyst Ming-Chi Kuo in a tweet, Apple would launch a new Apple TV “which improves the cost structure” in the second half of 2022.
The Apple TV is one of the best and most powerful streaming devices available, but its price is undeniably high, since it starts at 159 euros for the HD version with 32 GBand 199 euros for the 4K version with 32 GB. This could soon change, according to information from analyst Ming-Chi Kuo, who also just predicted the abandonment of the Lightning port on iPhones in 2023 .
According to him, Apple plans to launch “ a new version of the Apple TV in the second half of 2022, which would be more competitively priced than the current model. Kuo wanted to reduce its prices in this categorybecause the company puts a “ an aggressive strategy to integrate hardware, content and service “.
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The new Apple TV would arrive at the end of the year
Because of its high prices, Apple is not doing very well to compete with its main rivals in the market, including Roku, Amazon Fire TV and Google Chromecast. For now, it’s unclear whether Apple’s new device will retain the same shape as current Apple TVs. Some are already predicting that Apple could opt for an HDMI dongle, but such a design could go against its reputation as a “premium” product.
Anyway, if Apple really wants to steal market share from its competitors, it will have to significantly reduce its fee schedule. Its competitors all offer devices for less than 50 euros. We therefore hope that this new Apple TV will be placed below the 100 euro mark..
As a reminder, the last Apple TV dates back to April 2021. Apple had announced the latest generation of the Apple TV 4K, which offered high frame rate HDR with Dolby Vision thanks to the A12 Bionic chip. This chip had brought significant improvements in graphics performance, video decoding, and audio processing over the previous Apple TV 4K. The box came with a new, second-generation Siri Remote that made it even easier to watch shows and movies on Apple TV with intuitive navigation controls.
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.
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) May 13, 2022