If we were already expecting a good dose of renovations for this fall, now Ming-Chi Kuo is here and puts another product in the basket. the analyst claimed that Apple is preparing a new Apple TVwith the intention of launching it this second half of 2022. And that will not represent a ramp-up: Apple would seek to correct one of the biggest shortcomings of this living room player.
A new price to solve a decreasing differentiation
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.
—Ming-Chi Kuo (@mingchikuo) May 13, 2022
If we look at the market for content players for televisions, we see that the Apple TV has the disadvantage of the price. While you can get a Fire Sick 4K for 64.99 dollars or a Chromecast with Google TV for 69.99 dollars, the Apple TV 4K equivalent is sold for 199 dollars. That’s too big a price difference that translates into fewer sales.
In addition, the most modern televisions already have the applications of all the streaming services that exist and are even used to access HomeKit home automation. So 199 dollars for a living room player with limited additional benefits like Fitness+ or Apple Arcade… it’s hard to justify.
Thus according to Kuo, Apple would seek to rethink the Apple TV and offer it at a lower price. It may involve some kind of sacrifice, but it should be little if Apple is serious about competing. And it’s an increasingly necessary step given how the cost of living has continued to rise since the beginning of the year.
When can we see it? The second half of the year starts in July, so maybe it’s something that happens in September, October or November. It might even be a great Christmas gift idea if that price hits the pockets of the general market.
