With Apple’s iPhone business levelling off in line with the overall smartphone market trend to saturation, Cupertino is looking to its services business as the future growth engine.
There is no doubt that, the Apple TV set top box, with its built-in storage, is the best streaming device on the market.
However, as is the case with many of its products, its premium price tag of A$209 compared to around A$59 for Chromecast has limited its market share to around 15%.
According to news reports, Apple is spending big dollars — reportedly more than US$1 billion — on producing original movies and TV series.
A Business Insider report also claimed last month that iPhone and iPad users will even be able to access the Apple original content for free, as well paying for other subscription services such as Netflix and Amazon Prime.
The challenge for Apple, as a latecomer to the market, will be whether it can leverage its massive user base to make significant inroads into the markets of its already well-established competitors.