Apple TV is going to lose the streaming device wars for a very stupid reason

I’m a big fan of the Apple TV 4K, and it’s easy for me to recommend it to anyone who wants to ditch their lazy smart TV and get a real streaming box. The small device does not take up much space, and will make your TV and movie experience even better.

In fact, it’s the only Apple product I own, and while I’m leaving a lot more functionality on the table by not being part of the larger Apple ecosystem, it works well as a standalone device. If there is one problem with it, it would be the high price tag. The third-generation Apple TV 4K costs $149 for 128 GB, and the price drops to only $129 for 64 GB. That price still puts it as the most expensive streaming device, and it’s a roadblock for many people.

Somewhere Apple can compete is the low-end market. Instead of getting a box that can play games from Apple Arcade, perhaps targeting people who just want streaming apps would be worth a look. On paper, it sounds like a great idea, but it’s reportedly something Apple isn’t open to. A report from Bloomberg’s Mark Gurman says Apple has scrapped the idea of ​​making an affordable TV stick. It’s a strange decision, and it could have a long-term impact on Apple’s market share with the Apple TV.

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It should be mentioned that the Fire Stick 4K costs $50 at full price, and deals can often bring it down to half price. If you need something to enhance your viewing and don’t use the extra bells and whistles that Apple TV 4K has to offer, the Fire Stick is an attractive choice. With a $100 price difference, it’s almost meaningless if you don’t have a specific need for anything Apple has to offer.

This is part of why it is important for Apple to target this market, because there are many people in the same situation as the one I described. A reliable way to beat those kind of Apple TV 4K prices is to buy an older, used model, but that’s not something everyone wants to do. It’s really confusing to see Apple not wanting to compete in this field because it’s easy to see a lot of upside here.

The idea was reportedly floated years ago, but Apple decided to keep the premium feel of their box instead of lowering the price. Considering the importance of people buying into your ecosystem and signing up for your services, it seems like a bad move today. There’s nothing stopping Apple from releasing the stick right now, but it’s important to note that it’s too late in the game for such a change.

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Fire Stick owners may not change

It may be too late

Speaking from experience, I am a creature of habit. I don’t like to change things if there is nothing wrong with my current situation. I stuck with Xfinity as my internet provider for a very long time, even when cheaper options became available, because I didn’t see much reason to switch. Trust me, I get it. For these reasons, it would be difficult for Apple to win over someone who has already invested in a different streaming stick, whether it’s from Google, Roku, or Amazon.

I know it will be hard for me to leave something I have bought and something that works well. It would be a different story if this fictional person had a Roku stick but wanted to use their iPhone with their Apple TV. Buying an ecosystem has many benefits, so that can be a point of helping someone.

Apple’s latest event brought a lot of announcements, but no other updates were given to the Apple TV line. We’re currently on the third generation of Apple TV 4K, and while rumors are rife about a possible fourth generation, it’s all speculation at this point.

In an ideal world, the cheapest option would present itself in the form of a stick. I don’t see a downside to this yet, and while I still have an Apple TV 4K, getting a cheap stick for my bedroom TV would be something I’d consider. Smart TVs tend to be slow and sluggish, and even my first generation Apple TV 4K blows them out of the water. It’s fair to expect a streaming stick to do the same thing.

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Keep your fingers crossed

Apple can do the right thing

Although Apple made the decision to skip the streaming stick a few years ago, seeing how much money is left on the table could lead to a change. Not that I want to take sides with a company or look like I’m rooting for one, but I would welcome Apple’s streaming stick with open arms. First, the Apple TV ecosystem is the easiest way to find the latest shows and movies for Apple TV+.

The streaming stick probably won’t have support for Apple Arcade or FaceTime due to its small size and weak hardware, but that’s okay. Not everyone buys a streaming box to play with. If Apple wants to target a market of people who want the best streaming quality they can get, that’s what’s possible with the Apple TV stick.

Considering the announcement that didn’t happen this year, there’s still a long wait before we find out if Apple plans to fill this void. Apple has always shown a lot of skepticism about meeting the budget-conscious consumer, and that’s especially true when you consider how long it took the company to release a low-end iPhone. Unfortunately, for anyone looking to get their hands on a cheap Apple TV, the ball is firmly in Apple’s court. The only thing we can do is keep our fingers crossed, and hope that Apple has some information to share next year.