Streaming devices such as boxes and sticks are only growing in popularity, and that’s evidenced by how many companies have thrown their hats into the ring. In 2025, we have Google, Amazon, Apple, and Roku as the major players, and each company has a wide selection of options to choose from — except one.

If you’re looking for something brand new, your only option from Apple is the Apple TV 4K. If you need an Ethernet port and more storage, the $150 model is there, but if you can settle for less, there’s a $130 pick. Looking over at Roku, there’s the high-end Roku Ultra streaming box and then a variety of streaming sticks for cheap. No matter what you’re looking for, Roku has something for you.

To make matters even worse, the Apple TV 4K hardly ever goes on sale. When you look at other companies, there are frequently sales that make it more appealing to jump into their ecosystem versus Apple’s. Using Roku as an example again, the Ultra often goes on sale for about $80, and that’s nearly half the cost of an Apple TV 4K. It’s because of things like this that I can’t envision Apple ever being the top dog.

Brand

Apple

Bluetooth codecs

5.0

Wi-Fi

6

Ethernet

Gigabit (128GB model only)

Storage and RAM

64GB, 128GB

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Something has to change

I don’t want to sound like I’m rooting for a big corporation to turn things around, because that’s not exactly the case, but if I was put in charge of things, I would adjust Apple’s strategy. There needs to be more frequent sales to start building up a bigger audience. Recent market share numbers show Apple is far behind its competition, and I imagine the high price tag is a big reason for that.

While I love the Apple TV 4K in my living room, it’s no question that $150 is a tough pill to swallow when you consider what you need it for. Having Apple Arcade and FaceTime is cool, but if you only need a box to watch movies and TVs, it’s all going to waste. Instead, you can do yourself a favor and grab something way cheaper that does the same thing. It’s the biggest thing working against Apple in my eyes, and I don’t see any course correction coming any time soon.

Something I’ve been clamoring for is an Apple TV streaming stick. Not only would that help build more of an audience for the Apple ecosystem, but it’s something I would jump on immediately. Apple’s UI is my favorite of all the streamers, mainly because of the lack of ads all over the place, so having that on all my TVs would be a huge upgrade. As of right now, I have a Roku Ultra in my bedroom and a Roku Streaming Stick in my basement, so it’s not like I’m particularly hurting as I like both of those devices, but I would definitely replace them with Apple TV products if the option presented itself.

I can’t be alone here because all I hear online is about how the Apple TV 4K is the best streaming device, but the reality shows that it is struggling to carve out a large market share for itself. A cheaper price would go a long way here, and just offering basic sales would help. The closest thing I’ve come to seeing a sale lately is a gift card being offered with the purchase, which is better than nothing I suppose.

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Apple frustrates me in a big way

Just get with the times

Apple / Pocket-lint

The main thing corporations want to do is make money, and I can’t argue that Apple isn’t doing that. However, there’s a lot being left on the table that would benefit both consumers and Apple, so I’m just left scratching my head as to why they won’t adapt.

I don’t want this generation of Apple TV 4Ks to be the last, and if Apple doesn’t start gaining more of a foothold in houses, I don’t see how the company can continue to justify making new ones. This third generation has lasted longer than the previous two, and I’m not even sure if we’re getting an announcement for a new one this year. Earlier this year, many signs were pointing toward that being the case, but as time goes on, I’m feeling more doubtful about the ability for this prediction to actually come to fruition.

Apple has typically announced a new Apple TV iteration faster than this in the past, so it’s strange not to see any movement yet. Part of the reason could be that Apple doesn’t see many reasons to release an upgrade. The third-gen Apple TV 4K is arguably a stronger device than the 2024 Roku Ultra, so Apple is essentially only competing with Apple.

This is a big reason why I want to see Apple get into the budget category. Introducing the no-ads interface into a stick that costs $40 would shake up a lot of things. I know that I would’ve never gotten a Roku stick if that was an option. Unfortunately, I don’t envision a world any time soon where Apple offers a budget product. The company is resistant to offering sales on the Apple TV 4K, and if that can’t be done, I can’t expect them to do much else. It pains me to say it because I really do love my Apple TV 4K, but it’s very frustrating that there’s no cheaper option aside from buying a product from a different company. I hope Apple proves me wrong about all this, but I don’t think that’s going to happen.

For whatever reason, Apple has been incredibly resistant to introducing budget options. It took a long time for a cheaper iPhone to release, and now it’s a popular pick for many people. I don’t see why that wouldn’t apply to a cheaper Apple TV 4K, perhaps in the form of a streaming stick. Apple might want to maintain its reputation as being a high-end company, and by adding in budget streaming options it could damage the brand. I don’t think that’d be the case, especially if the stick is a quality product, but that could be some of the reasoning.

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