I’m worried about Apple TV’s future if this 4K streaming trend continues

• 4K streaming is cheaper than ever
• Apple needs to have a cheaper model

At a certain point, buying the best of the best just doesn’t make sense anymore. Take the Apple TV 4K as an example. This is my favorite streaming box, and it’s also the most expensive one on the market by a wide margin. If you’re just looking for something simple that can stream your favorite shows and movies from Netflix, an Apple TV 4K is overkill. Yes, it does things a regular streaming stick can’t do, but you have to wonder how much that matters to the average person. Enthusiasts like to squeeze out every bit of performance they can, and that’s where the Apple TV 4K can shine.

If I ever had to recommend a streaming device, I would rarely say to get the Apple TV 4K. The main reason for that is the price, and I don’t think most people need what it has to offer. Dolby Atmos on Apple Music and Apple Arcade are very cool things, but I don’t know if they really move the needle for most people.

4K streaming is cheaper than ever

Apple needs to keep up or get left behind

Amazon revealed another iteration of the popular Fire TV Stick, and this time it’s a 4K stick that brings high-quality streaming to the masses for cheap. Fire Sticks aren’t very expensive as it is, and they are frequently on sale. If you’re able to grab a 4K streamer for $100 cheaper than an Apple TV, I know what many people will do.

The most expensive Apple TV 4K costs $150, and while it can do a lot more than a regular streaming stick, it’s still a way for people to watch movies at the end of the day. If my device can install Netflix, that’s all I need, and many people agree with that. The Apple TV might be faster and do more things, but it boils down to just being something I watch TV on the majority of the time. I don’t regret buying my Apple TV — I actually love it — but it’s tough to call it the best value. I have since picked up a Roku Streaming Stick and Roku Ultra after buying my Apple TV, and I like them both a lot. They haven’t replaced my Apple TV because I like that better, but I’d be hard-pressed to find the difference between my Ultra and Apple TV 4K if I didn’t have them side by side.

There are actually some downsides to using the Apple TV 4K over the Roku Ultra. Strangely, there’s still no audio passthrough with the Apple TV, and I’m unsure if it’s even coming at this point. The Roku Ultra has it natively out of the box, and it also has a dedicated button to find my remote on the device itself instead of needing an iPhone. These are small things that help show how cheaper devices have more value in certain areas. If Apple wants to stay competitive, I think a cheaper product is needed. I can’t pretend to know what the sales of the Apple TV 4K look like, but I’d be surprised if they were better than Fire Stick devices.

Apple needs to have a cheaper model

It’s time for a streaming stick

I think there’s a clear way forward that can make Apple the top dog, and it’s making it a more affordable option. Having two Apple TV 4K models, both north of $100, is a difficult sell, especially when the competition frequently goes on sale for far lower. I’ve talked about it before, but I think the time is perfect for Apple to release a streaming stick. The company already has the high-end market locked down, especially since Sonos doesn’t appear to be getting into the picture, so why not target the budget-friendly consumers too?

This would be a slam dunk for Apple if you ask me, and it’s something I’d welcome with open arms. With the entry level to 4K streaming being as cheap as it’s ever been, everybody should capitalize. 4K TVs have finally become the norm, and most of what you see in a big box store is 4K. This means anybody looking to leave behind their smart TV UI and pick up a streaming stick or box has plenty of options. I don’t know how many of those people look at a $150 Apple TV 4K and choose that over a $40 Amazon Fire TV Stick. If I needed something today, I’d definitely pick the cheaper one and be perfectly happy.

As we get ready to turn the page and go into 2026, Apple’s high price sticks out like a sore thumb. There have been rumors swirling all year long about a new Apple TV 4K, and if it comes out and costs $150 again, what is there to get excited about? The third-gen model still gets every update, and if it’s just a simple refresh, I don’t see it attracting many new buyers. The people who get excited about a new Apple TV 4K are people who are already in the ecosystem.

Ultimately, we’re talking about Apple here. If the Apple TV 4K doesn’t sell great, it’s not like the company will just go bankrupt. The Apple TV ecosystem as a whole feels a lot like a side project for the company, but the updates that got tvOS and iOS on the same page show there’s going to be more unification going forward. It’s too early to tell what that means for Apple TV owners, but it’s encouraging for long-term support.

My fear is Apple is going to see the other companies coming out with affordable options and do nothing about it. Apple isn’t unwilling to make budget-friendly options — the iPhone SE comes to mind — but that hasn’t resulted in a more affordable Apple TV. There’s still time for Apple to make the announcement of a 4th gen before the end of the year. Maybe if we keep our fingers crossed, Apple will come out with a high-end model along with a more affordable one. I’d love to have an Apple streaming stick in a spare bedroom, and I know I’m not alone.