Report: Cheaper Apple TV Could Launch Later this Year

Posted on May 13, 2022 by Laurent Giret in Apple, Hardware, Music + Videos with 5 Comments

Apple may finally launch a cheaper Apple TV set-top box later this year that could help the company to better compete with the cheap Amazon Fire TV sticks, Google Chromecast, or Roku devices. The news comes from Apple analyst Ming-Chi Kuo, who also predicted earlier this week that we may see the first iPhone with a USB-C port in 2023.

“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,” the analyst tweeted today.

It’s certainly hard to recommend the current $179 Apple TV 4K or even the older $149 Apple TV HD from 2015 when Chromecast, Fire TV, or Roku streaming sticks are available for less than $100. The Apple TV app is also available on all these platforms, providing seamless access to Apple TV+ and the company’s on-demand movies and TV shows catalog.

Apple TV devices still have value for people living in the Apple ecosystem. The devices provide seamless integrations with other Apple products such as Airpods and Homepods, and Apple’s tvOS platform is also pretty decent. The latest Apple TV 4K revision also fixed the terrible remote that shipped with previous-generation models.

According to the Q4 2021 State of streaming report from analytics company Conviva, Apple TV devices only had a 5.3% share of big-screen viewing at the end of last year, lagging behind Roku (31.8%), Fire TV (16.5%), and Samsung Smart TVs (12.6%). It remains to be seen if a cheaper Apple TV can help the company gain share, though it would be surprising to see Apple abandon its premium positioning.

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Comments (5)

5 responses to “Report: Cheaper Apple TV Could Launch Later this Year”

  1. jdawgnoonan

    I recently bought a Chromecast with Google TV as my Apple TVs were packed because we were moving. After using the Chromecast device I have no desire to plug my Apple TV back in. And I am in the Apple ecosystem.

  2. rmlounsbury

    Now I just need an Xbox stick that can do game streaming via Xbox Game Pass.

  3. red.radar

    I don’t think this rumor is real. This is the company whose remote for their streaming device is nearly 2x the cost of competitive value streaming devices.


    I believe it when I see it.

  4. ronv42

    When you have a battle in the streaming stick industry, Roku, Google, etc. Where does Apple actually fit it? I can get a 4k Roku stick with voice remote for $45 at Walmart and Amazon. Apple TV starts somewhere around $145.

  5. arjay

    Apple is the only one of these that is not harvesting all your viewing data.