Apple has apparently abandoned plans internally to bring an inexpensive version of its Apple TV streaming box onto the market – for example in the form of an HDMI stick, as known from Amazon’s Fire TV. Instead, the group apparently wants to continue to bring the Apple TV 4K 2021, which costs at least 200 euros, or the outdated Apple TV HD (160 euros from the manufacturer) to men or women.
No Apple TV as a dongle
A report from the IT news service The Information According to it, there had been plans for a long time for an Apple TV version as a dongle – technically that would probably be easy to implement. But these ideas were then given up. It is more important for the group to advance its Apple TV + streaming service. According to the report, the group is looking at the video offer, which is expensive for a subscription of 5 euros a month continues to be a single store and not a way to induce users to buy Apple products.
Apple is said to have been working on a low-cost dongle for Apple TV since 2018. An Apple audio and video marketer was reportedly the driving force. He argued that such a device could make it easier to access Apple TV +, similar to what happens with Amazon Prime Video or Netflix. The Apple top management – in the form of marketing boss Greg Joswiak and predecessor Phil Schiller – have put themselves across the board. One of the arguments was that the company did not want to endanger its reputation for premium products. The marketing manager, Tim Twerdahl, has since left Apple.
Apple TV + (almost) everywhere
Interestingly enough, Apple TV + is now available almost everywhere. Apple is now distributing its TV app to numerous devices – even direct competing products such as Amazon’s have the service, as do smart TVs from Samsung and numerous other manufacturers, video game consoles and more. This strategy allows the group to continue to distribute its streaming service, but at the same time not to reduce the price of its product range.
Money that is saved by not developing an Apple TV dongle should, among other things, flow into new Apple TV + content. The group has invested heavily here. So should be loud The Information From 2022, significantly more content – almost completely exclusive material – will flow into the service. At least one new film or series episode per week should be added, roughly double the number of new entries this year.