Apple removed cheaper Apple TV dongle to protect reputation: report

A high-profile new report from The Information explores Apple’s plans for television, including why it rejected a proposed cheaper version of its Apple TV hardware.

According to the report, as detailed by 9to5Mac, at least one Apple executive agreed with the introduction of a cheaper Apple TV dongle to give consumers a cheaper way to access Apple TV + programming. Tim Twerdahl, who joined the company after years working with Netflix, Roku and Amazon Fire TV, lobbied for the device but was shut down by Apple executives Greg Joswiak and Phil Schiller, who felt that such a device would “tarnish” Apple’s reputation for building high-end products.

Apple ultimately decided to build Apple TV apps for third-party devices, including Amazon Fire TV, Roku, and Chromecast with Google TV, as well as smart TVs from Samsung, LG, Vizio, and Sony. Earlier this year, the company rolled out its Apple TV app to Android TV devices shortly after launching the second generation of its Apple TV 4K device, priced at $ 179.

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The report also provides details on the company’s plans for Apple TV +. Apple is said to be looking to speed up content release for at least one series or movie per week in 2022 and plans to spend around $ 500 million to market the service, which could include purchasing more dedicated buttons on remote controls from third-party devices like Roku.

Apple has yet to release specific subscriber numbers for Apple TV +. The company said earlier this year that it has more than 660 million subscribers across all of its services. However, The Information cited anonymous sources that put Apple TV + at around 40 million subscribers this summer. About half of them are paying customers and the other half get the service through a free trial.

The report also downplays reported efforts by Apple to increase content through potential studio acquisitions or NFL deals, suggesting that the company has “never been a serious competitor” in any of these negotiations.