The Cupertino tech giant just unveiled the 2022 Apple TV 4K with an A15 Bionic chip, more storage, HDR10+, and more, but interestingly for a more affordable price. In comparison to the 2021 Apple TV 4K for $179, the latest model is available for $129.
TF Securities tech analyst, Ming-Chi Kuo claims that future Apple TV 4K models will be even more affordable than the 2022 model with a “sub-$100 price”.
A sub-$100 Apple TV 4K model will be able to better compete with cheaper rival products
Previously, Kuo accurately reported that the tech giant was going to launch an affordable Apple TV model in the second half of 2022 with the aim to close the gap with its competitors. “I think that Apple’s aggressive strategy of integrating hardware, content, and service amid the recession will help close the gap with its competitors.”
In his latest tweet, Kuo said that a $50 reduction in cost from 2021 to 2022 Apple TV 4K model is good but not enough. He predicts that the upcoming Apple TV 4K model with a $99 or $100 retail price will be the “sweet spot” for the tech giant to compete with cheaper third-party alternatives in the market by Google, Roku, and Amazon.
A new Apple TV 4K with a price drop (starting from $129) reflects the expected improved cost structure. It can help shipments, but the drop should not be enough. The sub-$100 price should be the sweet spot for Apple TV, so I expect the next-gen will be more affordable. https://t.co/pOkEHT4UFb
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) October 19, 2022
After the launch of first-generation Apple TV in 2007 for $299, Apple sold 2010 (second-generation) and 2012 (3rd-generation)models for $99. However, the HD and 4K models launched with higher price tags starting in 2017. So, there is precedence, Apple reduces the price of the upgraded models as the technology matures.
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