How an Apple TV stick could make Apple’s video streaming service an instant hit

You might have missed it between all the turkey brining and Black Friday sales, but last week The Information reported that Apple considered making a tiny AppleTV “stick” similar to those made by competitors like Amazon and Roku.Up to now, Apple has been steadfast in holding the line on Apple TV pricing. When the company introduced the Apple TV 4K, it didn’t even drop the price on the fourth-generation model—they’re still both for sale, at starting prices of $149 and $179 respectively.Compare that to the competition: You can buy a Fire TV Stick for $40 and a 4K version for $50, and comparable devices from Roku cost $30 and $40, respectively. Yes, these sticks are underpowered compared to Apple’s box—Roku’s Apple TV equivalent box is $100—but no matter how you measure it, Apple’s not competitive in the TV box market when it comes to price.To read this article in full, please click here