Apple plans to launch a new Apple TV in the second half of 2022, according to Tianfeng International analyst Ming-Chi Kuo.
“Apple will launch a new Apple TV with improved cost structure in the second half of the year,” Kuo said. “I think Apple’s aggressive strategy of integrating hardware, content and services during the recession will help narrow the gap with competitors.
The “competitors” Kuo refers to may refer to Google’s Chromecast series, Amazon’s Fire TV series, and the Roku series.
The current Apple TV 4K model, released in April 2021, is priced at $ 179 with 32GB of storage and $ 199 with 64GB of storage. The old Apple TV HD was $ 149 with 32GB of storage. By comparison, many streaming box competitors are priced under $50.
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.
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) May 13, 2022