For comparison, the Apple TV starts at $129. Yeah, it looks pretty slick, but a lot of that cost is due to the more premium form factor. Not to mention that the A15 processor, loads of RAM, Siri compatibility and access to games from Apple Arcade adds to the cost. As Gurman points out, content subscriptions win over box hardware.
I guess Apple thought a stick wouldn’t have the same room presence as a small box. But then again, it kept selling the iPhone SE that looks like a phone from a previous generation. It’s only now that we’re potentially looking at a modern revamp of the iPhone SE, which should sell like hot cakes in my opinion.
As I mentioned above, this is the same approach Apple took with the Vision Pro. And the company really needs to dial back the “high quality” for the Vision Pro 2 if it plans on netting itself a significant user base in the Mixed Reality industry.
Same goes for Apple TV. The company is potentially losing out on billions in revenue.
