Announced today, the new Apple TV 4K has a lower starting price of $129 compared to $179 for the previous model, but analyst Ming-Chi Kuo believes the next-gen Apple TV could be priced even lower.

Kuo said in a tweet today that under $100 would be the “sweet spot” for the Apple TV, adding that he expects the next-gen model to be “more affordable.”

Both the first-generation (2010) and third-generation (2012) Apple TV models cost $99 when they launched, and Apple has since reduced the price of the third-generation model to $69, so it’s a bargain for a sub-$100 Apple TV. It will better compete with lower-end streaming devices sold by Google, Amazon, and Roku. Another possibility is that the model announced today will stay in the lineup for around $99 when the next Apple TV launches.

Meanwhile, the latest version of Apple TV 4K is definitely better than its predecessor. Even if Apple tries to sell buyers a $149 model with 128GB of storage, Ethernet and Thread support, this device is still better than its predecessor at $179 with 32GB of storage or $199 with 64GB of storage.