The starting price of the new Apple TV 4K released by Apple last night has been reduced to $129, while the previous generation started at $179, but analyst Ming-Chi Kuo believes that the next-generation Apple TV may be cheaper.
新款 Apple TV 4K降價 (起始價 129 美元) 反映了預期的成本結構改善。這有利於出貨，但降價幅度應該還不夠。 Apple TV的價格甜蜜點應該是低於100美元，所以我預計下一代還會更便宜。
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) October 19, 2022
Ming-Chi Kuo said: "The price reduction for the new Apple TV 4K (starting at $129) reflects the expected cost structure improvement. This is good for shipments, but the price reduction should not be enough. The Apple TV price sweet spot should be below $100 ( about 720 yuan), so I expect the next generation to be even cheaper.”
The price of the second-generation (2010) and third-generation (2012) models of Apple TV was $99 at launch, and Apple subsequently lowered the price of the third-generation model to $69 , so there is precedent for an Apple TV under $100 that will better compete with the lower-priced streaming devices sold by Google, Amazon, and Roku.
Another possibility is that the just-released Apple TV 4K will still be on sale when the next-gen Apple TV launches, priced around $99.
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