A new Apple TV 4K isn’t worth it for Apple

There have been three generations of the Apple TV 4K and even more for the regular Apple TV, so the tech giant is no stranger to the streaming box world. With so many iterations, you have to wonder what’s left to add to the platform. I want to see Apple Intelligence introduced, but aside from that, I can’t think of much else that would prove to be a game-changer for Apple. A fourth-gen Apple TV 4K is rumored to release at some point in 2025, but I’m not even sure if it’s worth it for Apple.

While I could benefit greatly as somebody coming from a first-generation 4K model, others aren’t in the same boat. If you have a third-gen Apple TV 4K or even a second-generation one, there’s not a lot of incentive to make the leap. I still think Apple will make a new model because that’s just what companies do, but I don’t think it’s worth it. Sure, having some new features is nice, but I don’t think it’s enough to convince new buyers to get on board. Instead, I think it’s more beneficial for Apple to start focusing on the untapped market, but there’s nothing to indicate it’ll happen.

Related

The Apple TV 4K is missing a pretty obvious feature

The Apple TV 4K would be even better if it had this missing feature.

Apple doesn’t need this

It could backfire

An interesting thing you might not be aware of is that Apple isn’t the top dog in the streaming world. While it might be the best streaming box experience you can buy, that doesn’t mean everybody goes out and buys one. Numbers show Apple is struggling to gain a big foothold, and the likes of Roku and Amazon reach more households. There are plenty of reasons why that’s the case, but I think it boils down to money.

If you look at the current Apple TV 4K models on the market, they cost $130 and $150, so they aren’t exactly something the average person would seek out and buy. I imagine most people buy a streaming stick or box to watch movies and TV shows without having to deal with the fuss of their slow smart TV. For those specific needs, a Roku stick would be more than enough, and I can’t fault anybody for feeling that way. I picked up an Amazon Fire TV Stick for the very same reason and just plugged it into a monitor in my basement.

Apple doesn’t have a budget option available, so it’s something that only appeals to the high-end consumer looking for the best streaming experience they can find. Fortunately for Apple, that’s something the company delivers on, but I have to wonder how many people are being left out by this decision. I have been begging Apple to come out with something cheaper, and if they did, I wouldn’t have ever picked up a Fire Stick, but that’s not have the dominoes have fallen. In my experience, it’s a lot easier to point somebody toward a $20 stick than a $100 box that effectively does the same thing.

Coming out with another high-end model is nice, but what’s the incentive to upgrade? If the third-gen device is still getting the latest updates, there’s no reason to go with something that might be a little bit faster. My first-gen Apple TV 4K is still faster than anything else I have, so the only reason I’d consider an upgrade is if it launches with Apple Intelligence or has some other features I don’t want to pass up.

The Apple TV 4K has a bunch of cool features, like Apple Arcade and the ability to FaceTime, but those aren’t necessarily selling points. For example, Apple Arcade was something cool to try out for a day or so, but it was never going to replace my Xbox. Because of that, I don’t see somebody who’s happy with their Roku suddenly going out and buying a new Apple TV 4K.

Related

Why I picked Fubo TV over YouTube TV as an Apple TV 4K owner

As an Apple TV 4K owner, Fubo TV has a big advantage over YouTube TV.

Apple needs to win a new audience

This means a cheaper model needs to come out

Pocket-line / Apple

If Apple wants to be competitive, at least as far as market share is concerned, there needs to be a cheaper option. It’s clear the high-end streaming box is the Apple TV 4K, and anybody who is looking for the best of the best needs to look no further. However, that’s not what most people are looking for, and it means Apple is leaving quite a bit of profit on the table.

Even if Apple didn’t have the strongest device anymore, there’s still a lot to like. If Apple did release a streaming stick, I hope it would launch without ads like the Apple TV 4K. Something I didn’t even think about until checking out a Roku Ultra or Fire Stick was just how many ads are on other platforms. My Apple TV 4K doesn’t have a single ad on any of its screens, and I didn’t realize that wasn’t the norm for everything. That’s a major area Apple could continue to press its advantage, and it’d be a big selling point if something came out at a competitive price with the Roku and Fire Stick.

For whatever reason, Apple seems very hesitant to release a cheaper product, and I think it’s hurting them. It took a lot for the company to finally release a cheaper iPhone, so it’s certainly possible something could come for the Apple TV. From the outside looking in, it seems like Apple wants to be known for having the best products, and that applies to software too. Apple TV+ has just one subscription price, a major outlier compared to the other heavy hitters nowadays. There’s no option for an ad-supported tier to save some money, so it’s either pay the price or don’t watch.

I love my Apple TV 4K, and I hope Apple continues to see enough investment to encourage them to keep the line going. What I’m most scared of is the device not selling enough and Apple discontinuing it. If Apple doesn’t start marketing the Apple TV towards the budget-centric consumer, I don’t know what the future holds for the line going forward. The good thing is my first-gen device is still kicking aside from some hiccups here and there, so I can keep using it until the wheels fall off.

Related

How I turned my Apple TV 4K into a retro gaming powerhouse

The Apple TV 4K is a surprisingly competent gaming machine.