Apple is on the verge of creating news again! Apple has reportedly started looking for new ways to reveal its content in front of as many eyes as possible, including releasing a streaming dongle. This device would be in the style of Google’s Chromecast or Amazon’s Fire TV Stick and thus would also bring the price down considerably from the cost of the $180 Apple TV set-top box.

However, right now, it’s not clear if the dongle got past the brainstorming phase, or 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 has cut down to just 15 percent of the market share according to the reports of a recent research. Devices from the likes of Google, Amazon and Roku are available for between $25 and $50. However, 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.

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Even if Apple ditches the dongle before it begins, it’s definitely 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 dollars on original programming, including a production deal with Oprah Winfrey. The content would be available on Apple devices including iPhones, iPads and Apple TVs, but the company would again want to reach outside of its existing ecosystem with its streaming content.