Apple analyst Ming-Chi Kuo predicts that Apple could launch a cheaper Apple TV model in the second half of this year. According to Kuo, this better price will be aimed at closing the company’s gap with its competitors in the midst of the recession.
Apple will launch a new version of Apple TV that improves the cost structure in 2H22. I think 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
Currently, the Apple TV HD starts at Rs 15,900 for the 32GB version and the Apple TV 4K starts at Rs 18,900. Kuo did not go into detail on what a cheaper Apple TV would look like, but a cheaper device would put it more in line with competing devices like Amazon’s Fire TV Stick 4k Max which starts at Rs 6,499.
With the 4k version of the device starting at just Rs 3,000 more than the 1080p-only version, the latter currently looks like a pretty bad bargain. It is possible that Apple is trying to offer customers a more economical and significantly cheaper option than the Apple TV 4k.
According to The Verge, Apple TV is well known for its EDID (Extended Display Identification Data) capabilities. EDID provides information to set-top boxes or other video output devices about the display to which they are connected. Apple TV is said to support a wide variety of home theater standards and formats, making it the “gold standard for professional home theater installers,” according to the publication.
This means Apple TV is more likely to identify your TV’s capabilities exactly and stream content accordingly. For example, if your TV supports HDR, the device is more likely to detect it and output content due to its better EDID capabilities.
But despite this, the relatively higher price of Apple’s streaming devices puts it out of reach for customers looking for a budget streaming experience. It also creates a problem for Apple’s streaming and advertising businesses, as customers are more likely to use Apple’s service if they already own an Apple TV or other device.
Perhaps that’s where the cheaper Apple TV comes in: a great middle ground between the cheaper alternatives on the market that still offers some of the great features and capabilities of its more expensive 4k sibling.