Apple shifts focus to budget TV streaming stick, aims to compete with Amazon, Google

Apple is reportedly shifting its focus from launching a full television set to introducing a more affordable TV streaming stick, aiming to enhance its presence in the competitive TV market.

According to renowned tech analyst Mark Gurman, the Cupertino giant is considering a low-cost streaming device that would bring its popular services, apps, and smart home features to a broader audience. The potential move would position Apple as a stronger competitor to Amazon's Fire TV Stick and Google Chromecast, both of which dominate the streaming stick market.

This is not the first time Apple has ventured into the television space. Following the success of the iPad, the company explored the idea of a TV-like device, even developing prototypes for a massive screen that could double as an iPad or touchscreen Mac.

The concept was ambitious, envisioning a multifunctional device capable of handling media, video conferencing, and productivity tasks. However, the project was scrapped due to low profit margins and the fact that consumers rarely upgrade their televisions.

Instead, Apple opted for the Apple TV—a set-top box that debuted in 2007 and has evolved over time, with the addition of features like 4K support, FaceTime integration, and the tvOS operating system. More recently, Apple has expanded its TV offerings with the Apple TV app, consolidating access to iTunes and third-party streaming services in one place.

Despite these efforts, Apple’s TV ambitions have not reached the same heights as its other products. In the late 2010s, the company revisited its TV concept, considering partnerships with major TV manufacturers like Samsung and LG to bring its content and apps to third-party sets. However, Apple ultimately opted to keep its proprietary technology to itself, though challenges with the concept resurfaced, preventing any major moves forward.

Apple’s Vision Pro mixed-reality headset, launched earlier this year, has also been seen by some as an offshoot of its TV strategy. While the device is capable of streaming video, gaming, and light computing tasks, its $3,500 price tag has limited its appeal to mass-market consumers.

Instead of competing directly with established TV manufacturers like LG and Samsung, Gurman suggests that Apple should shift its approach by launching a budget-friendly streaming stick. The new device would allow users to access tvOS, the App Store, and Apple’s suite of services on any television, making it an attractive and affordable option for those already invested in the Apple ecosystem.

“The focus should be on building blocks for the Apple living room,” Gurman said. “This could range from a simple streaming stick to a more premium box offering advanced features and gaming capabilities.” He also proposed integrating smart home accessories, such as the HomePod speaker with a built-in camera, to complete the ecosystem, with everything controlled via an iPad-like smart home device.

At this stage, Apple has not confirmed whether it will pursue a full-fledged TV set or a streaming stick, and the details remain speculative. However, the prospect of an Apple streaming stick offers an intriguing alternative. For Apple enthusiasts seeking a complete home experience, a more affordable device could help expand the company's reach, offering a gateway to its services at a fraction of the cost of a full TV set.