Next-generation Apple TV could have sub-$100 starting price, says Kuo
David Joseppi
Posted On 20/10/2022 
Apple announced latests Apple TV set-top-box on Tuesday, featuring the A15 Bionic chip, HDR10+ support, and more for a new, more affordable starting price.
The new Apple TV 4K offers “impressive cinematic quality driven by the A15 Bionic chip,” says Apple, delivering faster performance and more fluid gameplay. HDR10+ support joins Dolby Vision on Apple TV 4K, offering movies and TV shows in the best quality possible across more supported HDR10+ TVs, and up to 50 percent faster performance over the previous model.
Taking to Twitter after Tuesday’s announcement, respected industry analyst Ming-Chi Kuo has said that he believes that Apple could launch an even more affordable Apple TV in the future, with the next model possibly having a starting price sub-$100.
A new Apple TV 4K with a price drop (starting from $129) reflects the expected improved cost structure. It can help shipments, but the drop should not be enough. The sub-$100 price should be the sweet spot for Apple TV, so I expect the next-gen will be more affordable. https://t.co/pOkEHT4UFb
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) October 19, 2022
The lower sub-$100 starting price would help Apple compete with brand such as Amazon, who have the Fire Stick available below $100.
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