Apple can’t ignore this trend with the next-...

You have a lot of decisions to make when it comes to buying a streaming device in 2025. Many people choose to stick with their smart TV’s interface, and I did that for a while — it wasn’t until I came across an Apple TV 4K that I realized how much I was missing out on. My viewing experience instantly improved, and I no longer had to suffer through the sludge that was my TV UI.

Part of what converted me was the ability to snag a used first-gen Apple TV 4K for $50 off eBay — the going rate of an Apple TV 4K is more than double that, and, for a lot of people, that’s just too far out of reach. If I had to buy a new Apple TV 4K, that price would certainly give me pause. It’s a big reason why I haven’t moved on from my first-gen model despite it being eight years old. Coupled with the fact that other streamers do what Apple’s box does, but at a cheaper price, it could point to a rough future for Apple.

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Apple might be set up for failure here

An uncertain future ahead

I’m certainly someone who appreciates when companies make products that target the high-end market, so I don’t want to sound like I’m complaining. However, not everybody is interested in having the best of the best, and that’s why companies tend to offer alternatives. A prime example of this is the Xbox Series S, which acts as an entry point into the wider Xbox ecosystem, and it’s been a solid seller for Microsoft despite its limited power.

Apple has been resistant to this, and it took them numerous iterations to finally release a budget-friendly iPhone. With that said, it makes sense for them to be stubborn with the Apple TV ecosystem as that’s been the company’s line of thinking for a long time. That could be detrimental to Apple long-term, and it could steer people towards other companies and offerings. If you look at the market share, Apple is already struggling to gain a substantial foothold, and having nothing but pricey options isn’t any way to combat that.

What people seem to value the most is something cheap. Roku, Amazon, Onn., and Google all have products that are cheaper than Apple, and in many cases, they are far more affordable. It would be foolish to ignore people shopping in this price range as it makes up the bulk of buyers, but that’s what Apple has been doing.

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Apple positions its streaming options as expensive (and more expensive) at $130 and $150. While Roku has the Ultra for $100, you can go down the tiers to find more affordable choices that provide close to the same experience. You can pick up a Roku Stick for $30 that will blow away your smart TV, and you can bump it up to $40 for a 4K option. For most people, that’s more than enough, and I think it’s a big reason why Apple is struggling to get its device into more households.

I’ve said before that it’s important for Apple to get into the streaming stick market, but there’s nothing to indicate that’ll be done. Rumors are flying about 2025 being the year for a next-gen Apple TV 4K, but as the months go by, it’s not even guaranteed that’d be the case. Sonos planned on releasing a high-end streaming device but ended up scrapping it without giving a reason. If I had to guess, it’s because there was going to be no way for the company to turn a profit since it was going to be expensive, with reports indicating it could cost upwards of $400. Affordability is key, and it’s something that Apple is late to the draw with. I don’t see how long Apple can keep releasing Apple TV models if a cheap option doesn’t become available.

A new Apple TV 4K isn’t guaranteed

All this fuss might be about nothing

Apple / Pocket-lint

While there are many indicators that a new Apple TV 4K is coming this year, nothing official has come from Apple. The company has had several opportunities to announce one, so it has me scratching my head a little bit. With Apple targeting the high-end sector, and not exactly lighting the world on fire while doing so, the company can afford to drag its feet a bit before coming out with a new model.

The third-gen Apple TV 4K is still receiving updates, and it’s likely that will remain the case for years to come. Despite entering its third year, the third-gen model is still arguably the most powerful on the market, even compared to the 2024 Roku Ultra. I hope I’m wrong, but I wouldn’t be surprised if this wasn’t the year for a new Apple TV 4K. With it already being at the top of the food chain, there’s not much of a reason to come out with a new model if the only person you’re competing with is yourself.

As it stands right now, the Apple TV 4K sits the throne, but it’s also the most expensive. I own both a Roku Ultra and Apple TV 4K, so I know what it’s like to have two high-end products, and while I like my Apple TV more, I can’t really do much to sell you one over the other aside from personal preference.

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I stuck with the Apple TV 4K as my main device due to speed, but I would be perfectly happy with a Roku Ultra if it was all I had. I probably wouldn’t notice any speed differences if I didn’t test them back to back, and I think that’s Apple’s biggest issue. If I’m struggling to find game-changing separators, imagine how the average person feels. You can look at how DVD sales are still by far the largest seller for

physical media
despite Blu-ray and 4K being options. People don’t tend to be sticklers for quality, and price is the major driving force.

A 4K stick would perform the same as a 4K box for many people, and when you can save $100 on your purchase by opting for a stick, there’s no reason not to. With more companies offering affordable options in the way of sticks, it’s annoying to see Apple not hopping on the bandwagon. If Apple never releases a budget-friendly streamer, I fail to see how the brand can continue making its way into households. Not everybody wants to pay over $100 to stream shows and movies, and I don’t blame them. I think Apple’s in trouble if they continue to be stubborn, and the next-generation Apple TV could be the make-or-break moment.