According to an analyst, Apple plans to launch a cheaper “Apple TV Light” in the second half of 2022.
Personally, I am very convinced of the Apple TV 4K – whether it is the first (2017) or second generation (2021). However, the hardware is configured too powerfully for many usage scenarios and is correspondingly expensive. We would guess that very few users make full use of the storage on an Apple TV 4K (32 or 64 GB). The A12 processor in the 2nd generation Apple TV 4K is only fully utilized when gaming. Although in order to be able to gamble properly, you are more likely to use an established console from Sony, Microsoft or Nintendo than Apple’s streaming player. And so, if you are looking for a simple streaming player for HD and 4K, you will usually end up with the devices of the competitors – eg one Of the TV Year or Amazon Fire TV.
Analyst Ming-Chi Kuo wrote on Twitter: “Apple will launch a new version of the Apple TV in the second half of 2022 that improves the cost structure. I think Apple’s aggressive strategy of integrating hardware, content and services amid the recession will help close the gap on its competitors…”. This means no new version of the Apple TV 4K (which was only overhauled in 2021 anyway), but a cheaper streaming solution, at least from Apple’s point of view.
“Apple TV Light” streaming stick for 99 euros?
As Kuo writes, an “Apple TV Light” might make the technology giant’s platform more attractive to the general public. But that may not mean that we will be presented with a new product in the second half of the year that can compete in price with the Amazon Fire TV Sticks. 99 euros or 149 euros would also be “cheaper” in Apple slang. Especially when you consider the retail price of the 2nd generation Apple TV 4K at 199 euros (32GB) or 219 euros (64 GB).
Apple will launch a new version of Apple TV that improves cost structure in 2H22. I think that 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
Let’s see if the statements of the analyst come true. Apple would certainly benefit from launching an affordable, lower-margin streaming solution. From an economic point of view, it would be advisable for Apple to launch a cheaper “gap product” on the market, especially in view of the ongoing chip crisis, the war in Ukraine or the corona hotspots that keep flaring up once more and once more (mainly in China). . Means a compact housing, a minimalistic-intuitive remote control and the renunciation of superfluous features such as the oversized internal memory.
