I don't care if Prosser is way off the mark. Just release *SOMETHING*!
Apple TV doesn't have a mass appeal so Apple needs to choose carefully.
1. Streaming
With Apple TV app and AirPlay 2 available on a wide range of non-Apple platforms, I beg to ask. Is Apple TV not long for this world?
I say no. As long as iPhone and iPad remain popular, and people prefer watching movies, TV shows, and sports at home on a bigger screen, Apple should definitely improve and sell Apple TV.
But for Apple TV to increase its appeal, it must become cheaper. $179 is just too high, even if you consider its superior user experience and privacy.
I say cut it down to the bone. Replace $59 Siri Remote with $19 Apple Remote (redesigned with few more buttons). Instead of latest and greatest A14 processor, use A12. Forget bumping storage space. HDMI stick form factor.
Simplify until Apple TV can be sold at $99.
For higher-end market, stuff Apple TV into a soundbar (HomePod TV?). Top notch audio performance, Dolby Atmos, 5.0.2 expandable to 9.0.2 with HomePods (can fold down to center channel only output), webcam (FaceTime, HomeKit Secure Video, and 3rd party apps), built-in microphone, A14, and slick redesigned Siri Remote control.
Even at $999, home theater fans will snatch it up.
2. Gaming
Apple TV 4K isn't a very good device for Apple Arcade. Blame the software developer if you want, but many games run pretty choppy on 4K TV. And without Apple designed gaming controller, it's hard to take Apple TV 4K seriously as a gaming device (both Xbox and Playstation controllers have some constraints).
So if Apple wants Apple TV to be a serious contender, it must do 3 things:
- AAA titles on Apple Arcade and/or acquire major gaming studios.
- Beef up Apple TV with A14 (or A14X even) for minimum of 60 Hz 4K HDR graphics, 128GB storage expandable with support for USB-C hard disk, all for $249 or less, no more than $299 if 1-year Apple Arcade is included.
- Apple-designed gaming controller that mixes in the best of Xbox and Playstation controllers, while being compatible with wireless charging, battery status, and support for more than 2 controllers.
tl/dr; Gaming-centric Apple TV would be an uphill battle in a market crowded by 3 strong players. I would go for $99 Apple TV.