Apple TV engineers say “there isn’t much optimism” over the company’s weak living room hardware strategy, but there plans to change it with new devices, according to a new report from one reliable reporter.
Cupertino is still planning a combined Apple TV, HomePod and FaceTime camera — but it is not expected to appear until “around 2023.”
Despite being one of the most impressive set-top boxes available in terms of performance and software, Apple TV has always struggled to compete with more affordable offerings from the likes of Amazon, Google, and Roku.
Part of the problem is that the device packs high-end hardware for tvOS games, which results in a hefty price tag, but it lacks a catalog of compelling titles that might help it compete with home consoles.
Apple TV has “become pointless,” according to Bloomberg reporter Mark Gurman. But Apple does have a plan.
Apple plans TV revamp in 2023
“If Apple wants to truly be effective, it could just cut the price of its box, make a cheap ‘stick’ version with 4K or add features that actually make it worthwhile,” Gurman wrote in the latest edition of his Power On newsletter.
“But as of now, it’s hard to believe that will happen soon, especially with engineers telling me that the company doesn’t have a strong living room hardware strategy and that there isn’t much optimism.”
The good news for Apple TV fans is that “Apple does appear to recognize this.” It is developing new hardware — a device that will combine Apple TV, HomePod, and a FaceTime camera — that is expected in “around 2023.”
Apple TV here to stay … for now
“Will that version finally improve Apple’s offering in the living room? Only time will tell,” Gurman added, before suggesting that Apple should consider giving up on Apple TV if the revamp doesn’t change its fortunes.
It seems unlikely that will happen in the foreseeable future, however. Apple has previously described Apple TV as an important part of its product portfolio — despite it not being particularly strong success.
And the device continues to serve a worthwhile purpose, giving fans access to a bunch of Apple services — including Arcade, Music, and TV+ — in one simple (albeit rather expensive) package that also supports AirPlay 2.