I'm often wrong but I think your view is short-sighted on this one.
"Apple has no problem moving AppleTVs"? How many have they sold? Is AppleTV still a hobby? What's their market share or share of industry connected TV box revenue against everyone else. Everyone I know that isn't an Apple nerd like me has a FireTV, ChromeCast or Roku. Some have a Shield or GoogleTV box. Apple's competition starts at Free to $49.
"new services will spur additional sales" I also disagree. When AppleTV's services are coming to Roku, FireTV and every major television brand, why would someone not just hook up the FireTV they got for Christmas or their LG/Samsung/Vizio TV to Apple's services? What does a $200 AppleTV do for the user except host an antiquated and failed AppleTV Gaming ecosystem along with apps we already have on our iOS devices?
If AppleTV+ was exclusive to AppleTV and Apple truly believed their content was worth living within the walled garden OR they offered AppleTV+ to AppleTV owners who upgrade their box every 2 years, then I'd have no issue with the current pricing. Since Apple is giving up one of only two things that made the AppleTV Exclusive (original content and the other is games), they are now reserved to be just like every other box. My original argument was that if services make investors happy and Apple wants to grow services, they should cannibalize a device that lives in the 'other' category in order to grow a revenue category that everyone is expecting growth alongside a promise to meet a specific benchmark by a certain year (you'll know the figures where I fall short without googling it). I don't believe AppleTV is sold at a loss. Some disagree and say it's break-even or loss but it's going to be the best Experience for AppleTV+ so they should do what they can to get users into that fold and get them locked in to Apple's service up front instead of something like a FireTV where a user might be more keen to drop AppleTV+ in favor of Hulu every 3rd month.
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I own almost everything Apple makes and have contributed a few points to your stock over the years as a fanboy, an Apple employee and I contribute $40 a month of services revenue on top of the $5-8K USD I spend on Apple hardware every year and I love my AppleTV but we're talking about people who walk into a Best Buy and see a FireTV for $49 and an AppleTV for $149. Why would they choose an AppleTV when their the device $100 cheaper and 4K does the job?
I think shareholders would prefer a person pay Apple $120-$150 a year in high-margin services revenue than spend $149 up front and be too broke to purchase said services when they get home. Know you and I both love Apple..well at least I do and I wouldn't run any other hardware. I would have happily given them 4 grand today for a television set if they made one but I'm not representative of the market and the market is full of free - $49 sticks that play 4K video for which Apple will have a spot on as just another video service among a lot of competing companies. You open a FireTV and see 10 places to watch TV and Apple will be one of them. On AppleTV, it's AppleTV+ first and then everything else. Apple should seize the opportunity of being 1st party and compete closer to the other streaming boxes.