The Apple TV, even the recently updated model, is pointless in its current form and price. That’s the view of Bloomberg News‘s Mark Gurman in his latest newsletter. I find it hard to disagree.
Apple, known for its closed ecosystem, is even embracing the shift by offering many services on smart TVs and boxes made by competitors. Those services include iTunes movie and TV rentals, the Apple TV app, Apple TV+, Apple Music and AirPlay. Of course, that was intentional on the part of Apple, which sought new revenue sources when iPhone sales slowed around 2018. That made the Apple TV a mostly pointless accessory, and consumers seem to agree: 2020 data from Strategy Analytics found that the Apple TV holds 2% of the streaming device market. The product isn’t without its benefits, though, for the Apple ecosystem’s most loyal users. Integration with HomeKit, Fitness+, AirPods and the iOS remote app is useful. The new remote control and faster chip in this year’s version are definite improvements, and the box is getting SharePlay and Spatial Audio support later this year. Still, I don’t see these enhancements moving the needle for most people.
Check It Out: The Apple TV Box is Pointless