Mark Gurman is not wrong about Apple TV (the box, not the +)

From "Apple TV Is Missing the Moment" posted Tuesday as a Bloomberg Technology newsletter:

The current iteration of Apple's television set-top product has roots in the mid-2010s, when the urgent priority for Apple in its post-Steve Jobs era was boosting its presence in the living room. That brought us a revamped Apple TV in 2015 that included an App Store, a remote with touch controls, gaming functionality and deep integration with the Apple ecosystem.

Now, half a decade later, the product is facing intense competition... There's also the issue of price. The latest 4K Apple TV costs $180. By contrast, Inc.'s TV stick (a device that plugs directly into your HDMI port) costs just $50. And Amazon sells a full-fledged box for $120 that lets you bark voice commands from across the room. Meanwhile, Roku’s priciest player is currently $80, and Google recently launched a well-received new Chromecast for $50.

One differentiator for the Apple TV might have been exclusive access to content, but in recent years the industry has shifted to a model where everyone's content is available everywhere...

For next year, Apple is planning an upgraded box with a stronger gaming focus, an updated remote and a new processor. Those changes will fix some of the Apple TV box’s issues, but the product will need to take another big leap—akin to its 2015 changes—to remain competitive in the long term. Either that or it needs to get a lot cheaper

My take: No question a better/cheaper Apple TV missed this year's biggest gifting opportunity. But as a long-time user I have to say that if the new box isn't a lot better and/or cheaper it might not be worth releasing.


  1. David Emery said:
    They need to either fix or eliminate the remote! The new remote is much harder/more frustrating than the one on my older Apple TV (3).

    And no, I don’t want to talk to Siri to control my TV.

    December 23, 2020
  2. bas flik said:
    tv is something of the past. no real money driver anymore. a lot of investments and almost no returns. apple tv only bleeds money. people make their own content. and everybody watch free.

    December 23, 2020
  3. James Dearborn said:
    The cost comparisons used in the second paragraph fall in line with those of many previous Apple products. . . that have proven to be incorrect. Tim Cook has a reason.

    December 23, 2020
  4. bas flik said:
    @ Joseph. no real proof just logic thinking. new generation only are interested in themself. making all day selfies and tiktok movies. looking all day in telephone to free content. they are less willing to pay for tv. netflix also not really a lot of net profit. or look at spotify. or roku. all loosing money. at best its marginal business. its nice for the movie stars. also Apple is quite silence about TV+. not because of its huge succes. they also lack adult content which was a huge driver for ancient VHS. and they censorize a lot of content. streaming is no big business. profit wise.

    December 23, 2020
  5. Fred Stein said:
    @bas; @joseph:

    Joseph is correct. Self-made video content is growing. That does not diminish produced video content, regardless of delivery. The pie is growing – not a zero sum game.

    Re Apple TV, the box: Apple please get this right.

    December 25, 2020

Leave a Reply