While an affordable Apple TV stick could significantly boost Apple's presence in the streaming device market, the idea reportedly faces resistance from Apple's marketing executives. They see such a device as a departure from Apple's premium branding.
Bloomberg's Mark Gurman suggests in his "Power On" newsletter that a cheaper stick, possibly controlled via iPhone, would be the ideal way for Apple to expand its market share. This would complement the existing, more powerful Apple TV 4K.
The best scenario for Apple...would be a cheap stick...It’s an idea that Apple marketing executives detest, but it would help the company quickly expand its presence.
The current Apple TV 4K starts at $129, nearly four times the price of Amazon's Fire TV Stick 4K Max. This significant price difference limits Apple's reach. Even without steep discounts, a stick-like Apple TV device with seamless integration with other Apple devices and running tvOS could attract a large number of buyers.
For many consumers, the high cost of the Apple TV 4K isn't justifiable. A more affordable stick could be key to boosting Apple's market share in this category. The challenge for Apple's executives is to reconcile this potential product with their commitment to premium branding.
