Apple is prepping to release a new, lower-priced version of its Apple TV set-top box, according to TF International Securities uber-analyst Ming-Chi Kuo.
Apple in April 2021 announced the latest generation of Apple TV 4K, delivering high frame rate HDR with Dolby Vision via the A12 Bionic chip that provided a significant boost in graphics performance, video decoding, and audio processing over the previous Apple TV 4K. And with an all-new design, the second generation Siri Remote makes 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
Chris Ciaccia for Seeking Alpha:
Kuo added that Apple’s strategy of integrating hardware, content and services is likely to “help close the gap with its competitors.”
Cupertino, California-based Apple competes with Amazon, Google, and Roku, among others in the set-top box space.
Apple shares gained more than 3% to $147.28 in early trading on Friday.
MacDailyNews Take: A little birdie chirped to us that Apple plans “an Apple TV lineup that will run the gamut of price tiers from low-for-Apple to higher-priced, higher-capability hardware.”
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Apple’s pathological need to “zig” where others “zag” will probably lead them to a MORE ridiculously expensive AppleTV, not a cheaper one.
I dunno, add an iphone 12’s worth of hardware in there, or something.
What Apple REALLY needs is an AppleTV that is oriented toward FaceTime, with an input port for camera/microphone. They would have sold MILLIONS of them during the lockdowns, but now that people are used to that kind of thing, making it convenient will still sell many. (Then, talk Zoom into an AppleTV app.)
Apple kept updating the software on my old 3rd gen (A5) TV. That’s the really tiny one with simple remote before third-party apps and games. But it became an ideal portal for everything on the TV+ subscription service (including external “add-on” content), plus purchased and rented content. I have the next “HD” model now, refurb for $80, but that old one just stayed useful “forever” with my old HDTV. It was actually more useful when I stopped using it compared to when it was brand new, when I mostly rented movies from iTunes Store.
Apple should offer an TV for “free” as part of the top Apple One subscription tier, with one-year commitment. It’ll be useful with Fitness+, TV+, and Music. Make it the first subscription device.