Apple’s marketing managers “loathe” the idea of ​​launching an affordable TV stick-like device, but a report says it is necessary to expand its presence

The idea of ​​Apple launching a competitor to Amazon’s Fire TV has always been foreign, as such devices are mass-produced from cheaper materials, allowing companies to lower the retail price and appeal to a larger audience. Unfortunately, the lack of processing power due to a lack of space is likely another reason why the Cupertino giant’s marketing managers loathe the product, but a report claims that the Apple TV 4K’s current pricing means that releasing a stick-like device is the only option possible solution is a way to expand its market presence.

At $129, the base Apple TV 4K is almost four times more expensive than Amazon’s Fire TV Stick 4K Max, which excludes millions of dollars in revenue

It was previously reported that a wand-like TV was ignored by Apple executives because they believed it wasn’t high-quality enough. In Bloomberg’s Mark Gurman’s latest “Power On” newsletter, he explains that the best-case scenario for the California-based titan would be to bring stick-like hardware to market that would complement larger and more powerful TV boxes. While Gurman mentions that it is an idea frowned upon by the company’s more experienced employees, it is a move that will help Apple conquer the market at lightning speed.

“The best case scenario for Apple in TV hardware would be a cheap stick (perhaps without a physical remote – use your iPhone instead). It’s an idea that Apple marketing executives loathe, but it would help the company quickly expand its presence. If consumers want more power and storage, they can choose the current box.”

Currently, Amazon’s Fire TV Stick 4K Max costs $32.99 after a whopping 45 percent discount, the original price is $59.99. Even if Apple doesn’t offer such attractive discounts, the seamless integration between its devices and the tvOS running on the stick would be enough to generate numerous sales. If we do a comparison, the base Apple TV 4K without Ethernet and 64GB of internal storage costs $129, making it almost four times more expensive than the Fire TV Stick 4K Max.

For some customers, triple-digit spending on TV hardware may not be a value proposition, so the launch of the Apple Stick-like device may be even more important to boost the company’s business in the category. Those responsible just have to come to the conclusion that this stick-like device can become a premium product even with decent hardware.