Mac4ever asks it bluntly: is Apple killing the Apple TV? The 2026 generation arrives after a four-year wait, with an A19 chip, Wi-Fi 7 and built-in mics — 'rather thin' new features. Above all, the price jumps from €169 (2022) to €349, and Apple has dropped the cheaper version. Add the other signals: no keynote for the last two launches, almost no marketing, a name that collides with the 'Apple TV+' service. The author fears a familiar spiral — 'few sales = little development' — and the same fate as the AirPort routers, quietly discontinued.
You don't have to sell hardware to take the lesson. A product, software included, almost never dies all at once: it fades for lack of attention. You stop investing, so it stalls; it stalls, so it sells less; it sells less, so you invest even less. At Devside, we see launch not as the finish line but as the start of the real work: regular updates, fixes, small visible improvements, listening to feedback. An app you ship and then let sleep sends the same signal as an Apple TV with no keynote — 'this product no longer matters' — and users feel it before the numbers do. Caring for the post-launch phase isn't a luxury; it's what keeps a product alive.