Apple could launch a much cheaper Apple TV

According to an analyst, Apple will launch a new Apple TV later this year to compete with cheaper competition.

The Apple TV 4K box with its new remote control // Source: Photo by Omar Rodriguez on Unsplash

Apple could release a new Apple TV in 2022. The announcement is surprising given that the last model was released in 2021 and that the renewal cycle usually runs between two and three years. It is however a prediction of Ming-Chi Kuo, the analyst of TF International Securities, well informed general on the plans of the mark with the apple.

A cheaper Apple TV at the end of the year

According to him, “Apple will launch a new version of Apple TV that will improve the cost structure in the second half of 2002“. He also specifies that the brand would deploy an aggressive strategy consisting of “integrate materials, content and services” for “closing the gap with competitors” in “a context of recession“. Many elements that can mean several things.

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

What seems most consistent, however, is that Apple offers an “SE” of the Apple TV 4K, perhaps less powerful, but above all less expensive for customers. Today, the latest model starts at 199 euros with 32 GB of storage and goes up to 219 euros, while even the HD model – limited to streaming in 1080p – costs 159 euros.

For comparison, the Nvidia Shield TV (4K compatible) is available at only 149 euros and there is the Mi Box (4K also) at 69 euros or the Amazon Fire TV Stick 4K at 35 euros. At a time when services are making a lot of money for Apple, it makes sense to offer fans a more affordable gateway to Apple TV+.

Brand image requires, it seems unlikely that Apple lowers its prices as low. Ming-Chi Kuo nevertheless remains very vague and it is impossible to know whether Apple would intend to improve its production costs by reducing the quality of the components (a SoC less powerful than the current A12 Bionic for example), or by pooling the design with d other products (in some cases, keeping a production line for an old SoC can be more expensive than taking advantage of the production lines used for the A15 of the iPhone SE).

Anyway, if the analyst was right, we should learn more in the second half, possibly during the September keynote during which the iPhone 14 should be presented.


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