Apple will launch a cheaper Apple TV model in the second half of this year, analyst Ming-Chi Kuo predicted Friday. It'll be part of the company's attempt to improve the cost structure of the device line, Kuo said in a tweet.
"I think that Apple's aggressive strategy of integrating hardware, content, and service amid the recession will help close the gap with its competitors," the analyst wrote.
Apple declined to comment on Kuo's prediction.
Currently, you can get a 32GB Apple TV 4K for $179 (or a 64GB one $199).
"If your main priority is getting access to streaming apps on a TV, I can't recommend dropping $179… for an Apple TV 4K. Roku's $40 Express 4K Plus and Google's $50 Chromecast with Google are just as capable in terms of streaming," CNET's Eli Blumenthal said of the device.
The Apple TV HD costs $149 and lacks 4K support.