The Apple TV, a product line that predates the iPhone, has remained a niche offering within Apple’s ecosystem for nearly two decades. However, the upcoming Apple TV 4K, expected to launch this fall, could mark a turning point for wider adoption.
Initially labeled a “hobby” by Apple, the Apple TV was not anticipated to reach the popularity levels of the Mac, iPod, or iPhone. Its 2015 update to Apple TV HD aimed to broaden its appeal, though pricing remained a barrier.
Today, the Apple TV 4K is priced at $129, with financing options available, making it more accessible. Still, since most modern TVs come preloaded with streaming apps, the device faces strong competition.
Two factors could increase its appeal:
- The success of Apple TV+: Streaming service Apple TV+ is enjoying a strong year with acclaimed shows like Severance, The Studio, Your Friends & Neighbors, and Stick, along with popular titles such as Murderbot and Smoke. While the service alone may not drive large Apple TV 4K sales, its growing popularity could influence consumers considering the device, especially with more content expected this fall.
- Increasing ad frustration: Other smart TV platforms have introduced more intrusive advertisements, including Roku’s pre-home-screen ads and pervasive home screen promotions. For users seeking an ad-free TV experience, the Apple TV 4K may offer a welcome alternative.
Though unlikely to reach the mass-market impact of Apple’s core products like the iPhone or iPad, the new Apple TV 4K—with its updated features and timing aligned to Apple TV+ content—could achieve its highest level of mainstream success yet.
Apple TV+ is available for $9.99 per month, featuring popular series such as Ted Lasso, Severance, The Morning Show, Silo, and Shrinking.