Apple has sent out invitation to an event on September 9th where rummors say they’ll finally be introducing their next generation Apple TV. Sources tell 9to5Mac that the new Apple TV will be either $149 or $199, about twice the cost of the current $69 model, and will be available in October. Those sources say the new device will include Siri support, a new touchpad remote with gesture support for gaming, and finally a real app store. Apple’s streaming TV service, which they’ve been having trouble locking down deals for, won’t be announced next month, but is said to be one of the few new features coming to the existing Apple TV. The current Apple TV will reportedly remain in production as the entry level model for the new streaming service, but will not receive app store or Siri support.
If the rumored pricing is correct, it’s a stark reminder that, unlike Amazon, Apple is primarily a hardware company that needs to profit from the sale of their devices. Amazon can sell devices like the Fire TV and Fire TV Stick at cost because they expect to profit from services revolving around Prime membership. At possibly twice the cost of the Fire TV and five times the cost of the Fire TV Stick, the new Apple TV is priced to be profitable for Apple at the time of purchase, with profit from the sale of services being secondary. Would you pay twice as much for a Fire TV if it meant it’d have a less Amazon focused interface? Let me know in the comments.