I think that a device that they still sell and that comparatively with others on the market is not cheap should have the possibility of being updated, it is an excellent device but even Apple allowed until recently to update the third generation. If you can't update more, take it out of the market
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You describe NEO U9-H as an excellent device, so I don't see your logic.
Since our very first media hub, we've always stated that our priority is stability and performance rather than chasing Android OS numbers.
Our media hubs are in a unique product category, which uses an operating system that is primarily intended for a different product - smartphones.
This means a new Android OS version isn't as relevant to us as a smartphone manufacturer because Google designs each new Android OS in order to improve the smartphone experience and add features specific to smartphones, which do not benefit our products as much. Honestly, I don't think the average user notices much difference after an Android OS upgrade apart from a U.I design change.
NEO U9-H is promoted and sold as a media hub, which it continues to excel at. It contines to serve the purpose why the majority of people bought it. It doesn't need any new smartphone intended bells and whistles to improve the home entertainment experience it delivers already.
Xiaomi Mi Box is running Android TV OS, we have our own Android TV OS model - NEO T5 - that is also running Android 9.0 Pie TV.
Yes, it is a newer Android version, so that makes some people happy but Android TV OS is a more limited operating system, which doesn't make some people happy. Rarely in life can you please everyone, or make someone 100% satisfied.
In terms of Apple, it's important to remember the years of iOS upgrades you receive is factored into the product's SRP and iOS devices are premium priced products. Our media hubs are far cheaper than the majority of Android smartphones, let alone iPhones. The level and length of support our products receive is far beyond the industry average, and in my opinion represents great value for money.