Apple TV hardware is missing the moment

We’re in the middle of a holiday gifting season during the COVID-19 pandemic that’s caused a surge in television viewership. The Apple TV should be having a moment, Mark Gurman writes for Bloomberg, but “It’s not.”

Apple TV 4K and its Siri Remote
Apple TV 4K and its Siri Remote

Mark Gurman for Bloomberg:

The current iteration of Apple’s television set-top product has roots in the mid-2010s… Now, half a decade later, the product is facing intense competition. Rivals have introduced a litany of new systems while Apple has only made minor changes to the Apple TV since 2015…

There’s also the issue of price. The latest 4K Apple TV costs $180. By contrast, Inc.’s TV stick (a device that plugs directly into your HDMI port) costs just $50. And Amazon sells a full-fledged box for $120 that lets you bark voice commands from across the room. Meanwhile, Roku’s priciest player is currently $80, and Google recently launched a well-received new Chromecast for $50.

For next year, Apple is planning an upgraded box with a stronger gaming focus, an updated remote and a new processor. Those changes will fix some of the Apple TV box’s issues, but the product will need to take another big leap — akin to its 2015 changes — to remain competitive in the long term. Either that or it needs to get a lot cheaper.

MacDailyNews Take: A $99 box with a strong all-new remote replacing the currently awful Siri Remote would do wonders for Apple TV hardware sales.


  1. I have an Apple TV 3G, and was going to replace it when I got a new TV. I just got a new TV, and now I have no need for a new Apple TV. I had no choice but to get a “smart” TV, and it has everything I used Apple TV for built in.

    1. Exactly. I got a new iPad Waited a month in case something Apple TV wise happened before starting my free trial which I did last week. With an older TV I was faced as I used to do with Amazon till it was included in my cable subscription, with mirroring it through a cable from my computer. Won’t be buying a new tv for a good 4 to 6 months and certainly not just to get Apple TV+ Built in no way am I going to spend that amount for an Apple TV box when I already have a cable box. So checked around and found I could best exploit it through ironically in my view an Amazon fire stick lite for £18 on offer. So now through little choice I am placed in the Amazon ecosystem. As Prime was already part of my cable the only reason I needed the competitors device was to more conveniently view ATV thats totally ludicrous.

      For many they will now continuously buy new Amazon products as a result now. All those mega millions spent on content yet they can’t be bothered to offer new or better means to view it on their own products despite years of planning. Madness.

  2. The interface is still quirky for me. It is not as intuitive as it could be and I would like to know what content is available free to me via my cable provider subscription and what would be incur a fee.
    Also, I don’t mind paying extra for the hardware if that means it doesn’t spy on me but the remote definitely needs to be upgraded.

  3. OK, I’ll be the guy to say it…Front Row had a lot going for it, minimal clutter!, and larger text that you could read from a distance. Today’s TV interfaces look like they were designed on / for a PC, forgetting that the reader may be 10-20 feet away.
    The current Apple TV interface (version20?) is hot confusing mess by comparison, with unrelated elements of every iteration before it.
    Time to reboot the entire design. Get back to Apples’ roots of simplicity being the ultimate sophistication.

    1. Agreed though Amazon is no better. Is there no designer after all these years who has a lightbulb moment they could deliver in the moment of our greatest need. I have no idea how th3 menu will manage when they have 3 or 4 times the content if it’s this confusing now.

      1. Amazon, I have felt and predict, will become the replacement for Google per snooping and stealing. It’s hard not to appreciate the ecosystem, but they are actually involved in above and it’s what happens with monopolies.

        It’ll only increase and, in proportion, I hope Apple’s push for security and privacy increases.
        It would inevitably add billions to the company’s value, imo.

        Any company that works for/with the govt and military, is a little too much like those that seeks to know a little too much about its citizens. Conspiracy? No, ask James Clapper if he was involved in such. He may say, “no” again, but that a 2x lie.

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