This presents a challenge for Apple. Apple tries to sell you its services, such as Apple Fitness (which only works on Apple devices) and Apple TV Plus. It has worked hard with other set-top box providers and TV manufacturers to get those goods on their devices, but it is still not enough to compete with Roku and Amazon, which both have set-top boxes starting at much under $50 and most of the same capabilities as the $149 Apple TV HD.
A $99 or less Apple TV stick with AirPlay 2 support, decent EDID handling, and the ability to tackle Fitness would be far more tempting. This is comparable to the prices of Roku and Amazon’s sticks. It would still be more expensive, but it would be less than $100.
