The revelation, first reported by The Information on Wednesday, comes in anticipation of Apple’s planned streaming service that is itself still to be confirmed.
At present, the Apple TV box costs £149 for the 32GB version and £199 with a 64GB drive. In contrast, even Roku’s most expensive streaming stick costs £59. A Google Chromecast can cost £30, even before the anticipated Black Friday discounting, and these products are often built into TV displays.
In an IDC report released in September, Apple failed to make the top 3 with Amazon Fire in the lead ahead of Chromecast and Roku.