Apple’s marketing chiefs ‘hate’ the idea of ​​introducing an affordable TV stick-like device, but report says it needs to expand its presence

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

At $129, the base Apple TV 4K is nearly four times more expensive than Amazon’s Fire TV Stick 4K Max, leaving revenue in the millions off the table

A stick-like TV device was previously reported to have been snubbed by Apple executives, believing it wasn’t premium enough. In the latest ‘Power On’ newsletter from Bloomberg’s Mark Gurman, he states that the best-case scenario for the California-based titan would be to release stick-like hardware that would complement larger and more powerful TV boxes. While Gurman mentions that it’s an idea frowned upon by the company’s more established staff, it’s a move that will help Apple capture 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 Apple’s marketing executives loathe, but it would help the company expand its presence quickly. If consumers want more power and storage space, they can choose the current box.”

Currently Amazon’s The Fire TV Stick 4K Max retails for $32.99 after a hefty 45 percent discount, with its original price of $59.99. Even if Apple doesn’t offer such attractive price cuts, the seamless integration between its devices and the tvOS running on the stick would be enough to garner ample sales. If we make a comparison, the basic Apple TV 4K without Ethernet and 64 GB of internal storage sells for $129, making it almost four times as expensive as the Fire TV Stick 4K Max.

For some customers, spending triple digits on TV hardware may not be a value proposition, making the launch of the Apple stick-like device perhaps even more integral to boosting the company’s business in this category. The managers just have to conclude that this stick-like device can also become a premium product with decent hardware.