Apple abandoned low-cost TV dongle plans, but with the goal of doubling Apple TV + ‘s new content rate by 2022

Apple has dropped its plans for a low-cost Apple TV dongle and plans to significantly accelerate and expand production of new content on Apple TV + next year, according to The information.

According to sources, Apple’s plans were known The information apparently, they have revealed in detail many of the company’s internal discussions and attitudes around ‌Apple TV +. The company allegedly considers TVApple TV + ‌ as an independent business rather than a mechanism to encourage users to buy Apple’s ecosystem.

The information reported in 2018 that Apple was working on a low-cost TV dongle device as a cheaper alternative to the “Apple TV,” which starts at $ 149. The project was driven by Tim Twerdahl, an Apple video and audio marketing executive, who argued that a low-cost TV device would make it more affordable for users to access TVApple TV + ‌ based on their experience overseeing similar projects on Netflix and Amazon.

Greg Joswiak and Phil Schiller reportedly overturned Twerdahl, insisting that Apple should not start manufacturing cheap, low-margin devices because of their potential to damage the reputation of premium products, which means that abandoned Twerdahl’s low-cost TV device project. Twerdahl is said to have left the company recently.

Apple decided that a suitable medium-term solution would be to develop applications for TVApple TV + other on other platforms, such as Samsung, Roku, Amazon, Sony and Microsoft devices, which aligned with previous concerns among executives, including Eddy Cue, which ‌Apple TV + ‌ should be available on a wide range of devices, including non-Apple devices.

Executives are said to have debated putting the Apple brand on another company’s device for more than a year, before Apple reached an agreement for a dedicated Apple TV + button on the Roku remote. Apparently, Apple has discussed similar arrangements with at least one other TV maker, but there are no imminent plans for another dedicated button.

The report explained that Apple intends to increase the amount of regular new content on ‌Apple TV + ‌ in 2022, with at least one new item a week, in addition to double the pace of new content in 2021.

Despite Apple’s willingness to pay a premium for Apple TV + content, the company apparently refuses to cover budget expenses, insisting that study partners pay the additional costs.

Some studio executives have apparently been frustrated by Apple’s unwillingness to market shows aggressively before they come out, treating the debut of new shows as hardware products. The company is also said to share few details with study partners about the goals of marketing campaigns and whether they intend to advertise to acquire subscribers or publicize an individual program.

‌Apple TV + ‌ will also benefit from more than $ 500 million in marketing this year. The company is believed to have invested significantly less in marketing in 2020. Netflix, by comparison, spent $ 1.1 billion in marketing in the first half of 2021. According to reports, Apple has also informed advertising partners that it will not buy campaigns for Apple TV + titles on Facebook or Instagram.

It was estimated that by the end of 2020, TVApple TV + had around 40 million subscribers. Those numbers are roughly the same this summer, according to an individual who knew Apple’s subscriber numbers. About half of TVApple TV + ‌ subscribers now pay for the service, and the other half continue to use a free trial period.

Other information in the report includes the fact that Apple has struggled to protect its brand within the ‌Apple TV + ‌ programs, insisting that the nasty character from “I” to “Mythic Quest” was not seen using Apple devices during the second season of the show.

For more information, see The informationcomplete report.