Apple has raised the price of its new Apple TV 4K to $299 in the U.S., making the fourth-generation model dramatically more expensive than the version it replaces.
The new Apple TV 4K, announced today, comes in a single 128GB configuration with Wi-Fi 7 and Ethernet. Apple previously sold the outgoing model in two versions priced at $199 and $249 after an earlier increase this year, meaning the new model raises the entry price by another $100.
That puts the new Apple TV 4K at £299 in the UK, according to Apple, also up £100 from the previous £199 starting price.
The increase is even more striking when compared with the beginning of 2026. Before Apple raised hardware prices in June, Apple TV 4K started at $129 in the U.S. The new $299 price means the cheapest current-generation Apple TV now costs $170 more than it did earlier this year.
Apple’s June increase had already lifted the Wi-Fi model from $129 to $199 and the Ethernet model from $149 to $249. The new fourth-generation Apple TV removes the cheaper configuration entirely and standardizes the lineup around 128GB of storage and Ethernet.
The price increase arrives alongside a much larger hardware upgrade. Apple says the new model uses the A19 chip, delivers up to 50% faster CPU performance and up to twice the GPU performance of the previous generation, adds three far-field microphones for hands-free Siri, and introduces a new Siri Remote with Find My support and Precision Finding.
Apple says customers can pre-order the fourth-generation Apple TV 4K now, with availability beginning November 13 in the U.S. and other markets.
The final price is also significantly higher than the figure many buyers may have expected ahead of today’s launch. The Apple Post previously reported that a new Apple TV 4K was expected as part of Apple’s October smart home launch, with pricing one of the biggest unanswered questions before the announcement.
Apple TV 4K is now positioned much closer to premium streaming and gaming hardware than the low-cost streaming boxes it originally competed against, making price one of the most consequential changes in this generation.
For the latest Apple TV, HomePod and smart home coverage, download The Apple Post app on iPhone and iPad.