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 in the midst of the recession will help close the gap with its competitors.
— 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 didn’t go into detail about what a cheaper Apple TV might look like, but a cheaper device would bring 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 really bad deal. Apple may try to offer customers a cheaper option that is significantly cheaper 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 they are connected to. Apple TV reportedly supports 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 that Apple TV is more likely to accurately identify your TV’s capabilities and cast 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 them out of reach for customers looking for a cheap streaming experience. This also creates a problem for Apple’s streaming and advertising business, as customers are more likely to use Apple’s service if they already have an Apple TV or other device.
That could be where the cheaper Apple TV comes in: a great middle ground between cheaper alternatives on the market that still offers some of the great features and capabilities of its more expensive 4k big brother.
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