By Jason Snell

July 16, 2026 10:33 AM PT

Apple TV is “essentially dead”? No, long live Apple TV.

Analyst Dan Rayburn, on (sigh) LinkedIn:

Going forward, Apple TV hardware is now essentially dead. Last month, Apple raised the price of its Apple TV 4K Wi-Fi (64GB) from $129 to $199, while the Apple TV 4K Wi-Fi + Ethernet (128GB) now costs $249, up from $169. That’s a major increase for hardware that hasn’t changed since its 2022 debut…. I don’t envision anyone in the market spending $200 on a streaming device.

Leaving aside Rayburn’s bizarre complaints in his post about Apple TV audio format support (which reflects nothing I’ve seen and sounds more like a user grinding a personal axe), this is a classic example of something we don’t see around these parts much anymore: The market share argument.

Apple’s strategies used to be attacked by the market share argument all the time. The premise is this: If you don’t have market share, nothing else matters. You could be making a profit. You could be serving a nice niche audience that is happy with your product. You could, in fact, be servicing your own lucrative ecosystem rather than focusing on competing with companies that are happy to race to the bottom.

Or as Rayburn puts it:

Of course, Apple has never competed on price and has shocked many by refusing to compete in the living room. Apple prioritizes the premium experience of its tvOS platform over low-margin hardware without home-screen ads and promoted content. 

So the Apple TV is dead because of the (admittedly ridiculous) recent price hikes… but also, Apple has always “refuse[d] to compete in the living room” and made the heinous decision of prioritizing a “premium experience” over cheap boxes stuffed with ads and paid marketing. Apple TV was always mostly dead, because Apple has never deigned to make a $20 streaming stick infested with ads, but this price hike is the final stake in the heart?

Okay.

I have always been frustrated with the price of Apple’s TV box. And it’s ridiculous now—those are prices that should only be applied to brand-new models with great functionality, not to stale years-old hardware. But Apple’s competition in this market is selling $20 sticks at Walmart. They’re monetizing through TV licensing deals and aggressive user tracking, including logging everything you watch so that it can be used to profile you.

As for Apple not being competitive, the Apple TV used to start at $129, and the Roku Ultra is $100, so in the premium segment where Apple plays, they weren’t that far off. Now they’re twice as expensive, which is rough.

In his post, Rayburn concedes that “A small minority of users might purchase the hardware to stay in the Apple ecosystem, but that won’t increase Apple’s market share.” His point is that market share matters for TV streaming boxes because streamers won’t ultimately bother to support the platform at all if nobody’s using it.

I think that’s poor analysis, because I’m positive Apple TV owners are more engaged with their devices and probably have extremely favorable demographics compared to the users of a $20 streaming stick. Also, those streamers will be building iOS apps anyway, at which point it feels like tvOS apps just aren’t far enough removed. In fact, some streamers like building apps for tvOS because they can show off advanced features (like on-device multiview) that cheap boxes just can’t handle.

I came across Rayburn’s post via this post from Janko Roettgers, which is all about installing custom home screens to Android TV boxes. Why would you do that? Roettgers writes:

Monet is just one of a number of home screen replacements (or launchers, as they’re called among Android enthusiasts) that takes cues from Apple TV to bring a new sense of minimalism to Google’s streaming platform. Most of these launchers do away with the endless rows of content recommendations, the big hero images that try to get you hooked on the latest TV shows, and the increasing amount of ads and sponsored content.

“Honestly, the stock Google TV launcher [keeps] getting worse,” [Monet developer Nico] Klein says. “It’s clunky and full of ads. It actively gets in the way of what users are trying to do. You have to fight your way through a jungle of menus just to get where you actually want to go, it’s just not intuitive.”

Sounds fun. When I tried out a bunch of non-Apple streaming boxes last year, I pretty much found the same. The whole space is infested with this kind of garbage and clutter.

Apple TV has plenty of reasons to keep on living. But it sure would be nice if Apple would show the product some attention beyond the massive price increases. Attention like new hardware, OS improvements, and (eventually) a price that makes it less of a hard sell to people who are desperate to escape the garbage of all the other streamer-box platforms.

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