Most importantly, buying an Apple TV no longer gives users a content advantage. The box costs, in some cases, more than double what rivals sell for. The app ecosystem is a flop, aside from big names like Netflix, Hulu, and YouTube and the occasional casual game. Even the 2015 model had its reason for being: the App Store.īut in recent years, the Apple TV has become a less obvious purchase for many Apple fans and content junkies. The next version in 2010 had its own unique place: It was a $99 cloud streaming device to watch Netflix, download video rentals from iTunes and AirPlay media from an iPhone or iPad. When Apple introduced the Apple TV in 2007, the rationale for buying one was clear: The box could store TV shows and movie files and pull media from the owner’s Mac onto the big screen. But neither upgrade, nor the set-top box’s previous features, justify spending $199 on such a device in 2021. started selling an Apple TV with a faster processor and a great new remote control in April. This week: The Apple TV box has lost its purpose as content moves to more devices, why Apple isn’t (yet) requiring its employees to get vaccinated and how Google is trying to save its Pixel phone franchise.
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