An Apple TV that really 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 is expected to launch a new Apple TV “that improves the cost structure” in the second half of 2022.
The Apple TV is one of the best and most powerful streaming devices out there, but the price is undeniably high because it starts at 159 euros for the HD version with 32 GB and 199 euros for the 4K version with 32 GB. This could change soon, according to information from analyst Ming-Chi Kuo, who also just predicted the discontinuation 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 lower his prices in this category as the company is betting on “an aggressive strategy to integrate hardware, content, and service”.
Due to the high prices, Apple isn’t 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 predicting that Apple could opt for an HDMI dongle, but such a design would go against its reputation as a “premium” product. Anyway, if Apple really wants to steal market share from its competitors, it will have to cut its fee schedule significantly† Its competitors all offer devices for less than 50 euros. We, therefore, hope that this new Apple TV will be under 100 euros.
As a memory, the last Apple TV dates from 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 significantly improved 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.
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