Is Apple TV eventually going to die?
Apple engineers have apparently spoken to Gurman directly to share their fears that Apple is headed for a distinct downward turn with the current state of the Apple TV setup, amidst today’s competitive influx of streaming services.
It’s now 2021, and the Apple TV set-top box together the new Siri Remote costs a whopping $200 (before any of the subscription fees)—which, as Gurman notes, is more than twice what some competitors are selling their TV boxes for.
“As of now,” Gurman surmises, “it’s hard to believe [a strong living room ecosystem] will happen soon, especially with Apple engineers telling me that the company doesn’t have a strong living room hardware strategy and that there isn’t much internal optimism.”
“A Pointless Accessory”
Apple may indeed need to step it up and formulate a more defined vision for the future, perhaps starting with a more appealing Apple TV package. For now, Gurman says, the Apple TV is a “pointless accessory”: a fact supported by a Strategy Analytics analysis of 2020 data showing that the Apple TV product holds a mere 2% of the streaming device market. Not an encouraging number, to say the least.
One can only imagine how much such a device may cost, and whether or not it ends up a flop or a success largely depends on whether Apple sets out to conquer more of the market by having more to offer than its competitors, for a reasonable price.
However, these are all besides the point when it comes to convincing people to switch to Apple TV and set it on the path to becoming a market leader, says Gurman. Apple needs to do even better when it comes to shining above the rest in living room tech.