Apple is working on a new low-cost TV box. It will complement Apple TV. The main difference will be the price and form factor: the set-top box will look like a USB flash drive, at the end of which there will be HDMI. This is reported MacRumors referring to Ming-Chi Kuo.
According to a reputable insider, the new “stick” will be presented in the second half of the year. Its price will be significantly lower than currently sold Apple TV: $149 for the HD version and $179 for the 4K version.
The new Apple TV will compete with the Roku and Chromecast, which are priced under $50. Xiaomi has a similar prefix:
In Russia, such a thing costs 4990 rubles.
The main problem of such a device released by Apple is the price. The company does not make cheap products. For example, when Apple products were still sold in Russia, for 6000 you could only buy a new remote control from Apple TV:
In the US, this remote costs $59 before taxes. How much will the prefix that Ming-Chi Kuo is talking about cost? And when Apple releases it, why would customers have to buy it? Will it offer 4K? If so, why shouldn’t buyers choose other Apple TVs?
In general, the situation is not very clear. For the first time about such a prefix in 2018, the publication told The Information. But then the telestic went into oblivion precisely because of disagreements within the company and a misunderstanding of why Apple needed such a topic at all.
On the other hand, the company has Apple TV+, a great streaming service that is available on Apple TV boxes themselves, as well as on some smart TVs. But why not give the opportunity to watch it to all TV owners, regardless of their commitment to the operating system? That is, here Apple can spend money on promoting its service, selling an inexpensive device at a cost price or even at a loss, as Sony and Microsoft do with sales of their consoles.
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