Apple rumored to release new, possibly lower priced, Apple TV later this year
Apple may release a new Apple TV later this year, according to Ming-Chi Kuo who suggests the new set-top-box could be priced lower than the current model to appeal to new customers and attract subscribers to paid service such as Apple TV+ and Apple Music.
“Apple will launch a new version of Apple TV that improves cost structure in 2H22,” said Kuo in a tweet on Friday. “I think that Apple’s aggressive strategy of integrating hardware, content, and service amid the recession will help close the gap with its competitors.”
A more affordable Apple TV would help Apple compete with the likes of Amazon and Google who offer streaming sticks for under $100.
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
Despite Apple already offering access to Apple TV+ on competing hardware, a more affordable Apple TV set-top-box would open up access to the App Store to new users, thus giving the company an incentive to consider a more affordable model.
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