Apple (NASDAQ: AAPL) has unveiled its latest Apple TV 4K at $299, a significant jump that has alienated even the company’s most devoted customer base.
The previous 2022 model started at $129, with a higher-storage ethernet-equipped version initially priced at $149 before Apple raised that to $249.
Apple attributed the steep price increase to the AI boom, stating that data centers buying up memory and storage have caused chip prices to spike, leaving the company unable to continue absorbing the cost.
The explanation was shared in a statement with MacRumors, a website dedicated to Apple products that serves an online community of more than a million members.
On MacRumors, at least one disgruntled member who had planned to order the new Apple TV 4K backed out entirely once the $300 price tag became clear.
A Reddit user on the r/appletv subreddit ran an informal poll asking whether fellow members planned to pay $300 for the new box, writing: “Its obvious now that Apple believes they can increase the costs of their products by a lot and still make a killing on them from their loyal fans.”
Even industry insiders are skipping the upgrade, with Mike Wuerthele, managing editor of AppleInsider, writing that the improvements over the 2022 model are not worth $299 and that he plans to keep using his existing boxes.
The new Apple TV 4K does introduce notable features, including Siri AI, a rebuilt assistant running on Apple Intelligence, which lets users ask questions about content they are watching and receive answers in an on-screen overlay.
Siri AI remains in beta across all models and requires the household’s owner in Apple’s Home app to have an iPhone or iPad that supports Apple Intelligence, with Apple capping how often some features can be used each day.
The new box also includes three built-in microphones, making it the only Apple TV model capable of receiving hands-free voice commands without picking up the remote.
A surround sound feature is also included, though it is restricted to setups using four HomePod mini 2 or second-generation HomePod speakers, with older HomePod minis excluded from compatibility.
For consumers comparing options, Roku and Google also raised prices in 2026, but both the Roku Ultra and the Google TV Streamer remain available at $149, exactly half the cost of the new Apple TV 4K.
Owners of the 2021 and 2022 Apple TV 4K models will receive Siri AI through a tvOS 27.2 software update, making the $299 upgrade a harder sell for that group in particular.
Apple will offer Apple Card holders the option to spread the $299 purchase across six interest-free monthly payments of $49.83, subject to credit approval.
The new Apple TV 4K is scheduled to hit stores on November 13, giving current owners a brief window to evaluate Siri AI on their existing devices before committing to the new model.
