Apple could launch Roku-like TV dongle for streaming service

Apple TV
Apple's streaming service is expected to be only available on its own-branded devices such as the iPhone, iPad or its Apple TV box

Apple is considering launching a small dongle that could plug into TV sets, giving more users access to its new streaming service.

The iPhone-maker already has a premium set-top streaming box – the Apple TV – but rivals Google and Amazon have both found success with their downmarket streaming sticks.

Models including the Amazon Fire TV, Google Chromecast or Roku have proved popular among people who want to stream from their smartphone or the internet. The sticks plug into the back of a TV and let users stream services such as Amazon Prime Video, Netflix, or, in Google's case, stream footage from a smartphone straight to the TV.

Apple is in the process of developing its own TV streaming service with original shows that it hopes will rival those produced by Netflix or Amazon Prime Video. The service is set to be limited, however, and only available on Apple devices such as the iPhone, iPad or its Apple TV box.

The current Apple TV 4K costs up to £199, while rival streaming sticks cost as little as £30. A new budget streaming box would help widen its appeal, according to technology news site The Information. Apple is said to be preparing to launch its streaming service as early as March 2019.

It is still not clear what Apple's streaming service will look like. Some series have been delayed by Apple, while a show featuring rapper Dr Dre was reportedly left on the cutting room floor after Apple chief executive Tim Cook decided the show was too violent.

Apple is also said to be unwilling to let its TV app exist outside of its own products, which would limit its ability to expand.

Apple has around 15pc of the streaming media player market, having first launched its Apple TV box in 2006. Its share has remained relatively steady as rivals have increased their positions.

License this content