Home Apple Apple reportedly considered creating a Chromecast-style TV dongle

Apple reportedly considered creating a Chromecast-style TV dongle

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FILE - This Sept. 15, 2017, file photo shows the Apple TV streaming device, on display in New York. Amazon is angling for a truce in its two-year battle with Apple and Google over streaming gadgets: It says it is preparing to put Apple TV and Chromecast back on sale. A spokeswoman for Amazon confirmed Friday, Dec. 15, 2017, it is preparing to sell the devices. Links to the products appeared on Amazon.com but indicate they are still unavailable. (AP Photo/Mark Lennihan, File)
It has also thought about making an app for smart TVs.
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With a streaming service on the way, Apple has reportedly started looking for new ways to get its content in front of as many eyes as possible, including releasing a streaming dongle, according to The Information. The device would be in the style of Google’s Chromecast or Amazon’s Fire TV Stick and would bring the price down considerably from the cost of the $180 Apple TV set-top box.

While it’s not clear if the dongle got past the brainstorming phase, it would make sense for Apple to explore new, cheaper ways to distribute its content. Apple TV has been losing ground in the streaming device competition in recent years and is down to just 15 percent of the market share according to research from Parks Associates. Devices from the likes of Google, Amazon and Roku are available for between $25 and $50. Apple has nothing in that range. The company has also reportedly explored the possibility of launching an app for smart TVs that would make its original content available.

Even if Apple ditches the dongle before it begins, it’s got to find some new ways to get the Apple TV platform — not the physical product — to more people. The company is reportedly investing more than one billion dollarson original programming, including a production deal with Oprah Winfrey. The content will be available on Apple devices including iPhones, iPads and Apple TVs, but the company will want to reach outside of its existing ecosystem with its streaming content.

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