Apple will launch a new version of Apple TV that improves cost structure in 2H22. I think that Apple's aggressive strategy of integrating hardware, content, and service amid the recession will help close the gap with its competitors.
The current generation 4K Apple TV starts at $179. Even on sale at Amazon for $149.99, it's still way more expensive than rivals like the Fire Stick 4K for $49.99 or the Roku 4K Streaming Stick that also sells for $49.99.
A lower cost Apple TV would certainly lead to more customers and likely translate to more subscriptions for its services like Apple TV+ and Apple Fitness+.
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