Apple’s new Apple TV 4K costs $299, making it the most expensive version of the streaming box ever sold.
That’s more than double the $129 starting price Apple charged earlier this year, and buyers no longer have a cheaper model to choose from.
The fourth-generation Apple TV 4K comes in a single configuration with 128GB of storage, Wi-Fi 7, and Gigabit Ethernet. Apple has eliminated the lower-priced 64GB option that was available with the previous generation.
Apple TV 4K’s starting price has jumped 132% this year
The third-generation Apple TV 4K originally started at $129, with a higher-end model priced at $149. Apple raised those prices to $199 and $249 in June before introducing the new $299 model in October.
That means the cheapest Apple TV 4K has become $170 more expensive in less than a year, an increase of approximately 132%.
The new price also puts Apple TV 4K on equal footing with Apple’s recently announced HomeView smart home hub. Both cost $299, although HomeView includes a 7-inch touchscreen and built-in speaker system.
For shoppers who simply want to stream Netflix, YouTube, or Apple TV on their television, the lack of a cheaper configuration makes Apple’s streaming box a considerably bigger investment.
What do you get for the extra money?
The fourth-generation Apple TV 4K features an A19 chip, delivering up to 50% faster CPU performance and twice the graphics performance of its predecessor.
Apple has also added three far-field microphones, allowing users to control playback and ask Siri questions without reaching for the remote. The updated Siri Remote supports Precision Finding and can play a sound when misplaced.
Home theater enthusiasts get another upgrade: support for a four-speaker surround sound setup using compatible HomePods, with automatic calibration based on speaker placement.
However, Siri AI isn’t exclusive to the $299 model. Apple is bringing the assistant to second-generation Apple TV 4K devices and newer, meaning existing owners with compatible hardware can access its conversational features without purchasing the latest box.
The new Apple TV 4K is available for pre-order now and goes on sale November 13.
