The idea of ​​Apple launching a competitor to Amazon’s Fire TV has always been strange, as such devices are mass-produced with cheaper materials, allowing companies to lower the retail price and target a larger audience. Unfortunately, the lack of processing power due to space constraints is likely another reason why the Cupertino giant’s marketing executives loathe the product, but a report claims that the current pricing of the Apple TV 4K means that releasing a stick-like device would be the is the only possible one. way to expand its grip on the market.

At $129, the base Apple TV 4K is almost four times more expensive than Amazon’s Fire TV Stick 4K Max, leaving out revenues in the millions

It was previously reported that a stick-like TV device was ignored by Apple executives because they felt it wasn’t premium enough. In Bloomberg’s Mark Gurman’s latest ‘Power On’ newsletter, he argues that the best-case scenario for the California-based titan would be to release stick-style hardware, which would complement larger and more powerful TV boxes. While Gurman mentions that it’s an idea frowned upon by the company’s more established staff, it’s a move that will help Apple take the market by storm.

“The best case scenario for Apple in terms of TV hardware would be a cheap stick (perhaps without a physical remote – use your iPhone instead). It’s an idea that Apple’s marketing executives hate, but it would help the company quickly expand its presence. If consumers want more power and storage, they can opt for the current box.”

Currently, Amazon’s Fire TV Stick 4K Max is on sale for $32.99, after a steep 45 percent discount, down from its original price of $59.99. Even if Apple doesn’t offer such attractive price cuts, the seamless integration between its devices and tvOS on the stick would be enough to bring in a large number of sales. If we make a comparison, the base Apple TV 4K without Ethernet and 64 GB of internal storage costs $129, making it almost four times more expensive than the Fire TV Stick 4K Max.

For some customers, spending triple digits on TV hardware may not be a value proposition, making the launch of the Apple stick-style device potentially even more important to boost the company’s business in this category. The executives must conclude that this stick-like device can also become a premium product with decent hardware.