Ming-Chi Kuo: The next-generation Apple TV may start at a lower price

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.

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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