A new comprehensive report from The Information delves into Apple’s plans around television, including the reason why it included a proposed cheaper version of its Apple TV hardware.
According to the report, as detailed by 9to5Mac, at least one Apple executive incorporated a less expensive Apple TV dongle to offer consumers a cheaper way to access Apple TV + programming. Tim Twerdahl, who joined the company after years of working with Netflix, Roku and Amazon Fire TV, pushed the device, but it was shut down by Apple executives Greg Joswiak and Phil Schiller, who felt this device would “tarnish” Apple’s reputation for building premium products.
Apple finally decided to build Apple TV apps for third-party devices, including Amazon Fire TV, Roku, and Chromecast with Google TV, along with smart TVs from Samsung, LG, Vizio, and Sony. Earlier this year, the company launched its Apple TV app on Android TV devices shortly after debuting the second generation of its Apple TV 4K device, priced at $ 179.
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The report also provides details on the company’s plans for Apple TV +. According to reports, Apple wants to accelerate the release of content to at least one series or movie per week by 2022 and plans to invest about $ 500 million by marketing the service, which could include buying more buttons dedicated to remote controls. third-party devices like Roku.
Apple has not yet given specific subscriber numbers for Apple TV +. The company earlier this year said it has more than 660 million subscribers in all of its services. However, The Information cited unnamed sources that placed Apple TV + at approximately 40 million subscribers as of this summer. About half of these are paying customers and the other half receive the service through a free trial.
The report also downplays Apple’s reported efforts to increase content through possible studio acquisitions or NFL bids, suggesting the company “has never been a serious candidate” in any of those negotiations.